Native Advertising is Much More Than a Buzzword

Majority of Publishers Will Offer a Native Ad Product by End of 2014

Since our initial research in 2012, native advertising has become much more than just a buzzword or a new name for sponsored content. Native advertising describes the act of giving value to consumers throughout the advertising experience, where real value, like time savings or relevant recommendations, is the norm and not the exception. These types of sponsored engagements benefit advertisers, publishers and end-users alike.

In August of 2013, we refreshed our industry survey, the results of which you can see below:

Solve Media - Native Advertising Research 2013

The data shows that in 2013, publishers likely to add native ad products to their offering increased 165%.

2014 looks to be the year of user experience (UX) in online advertising. As the majority (53%) of publishers increase their native offerings and the industry establishes more concrete standards, marketers will seek partners that scale.  Companies like Facebook, Solve Media, Twitter, Sharethrough and Buzzfeed are currently well-positioned to capitalize on the growth of native advertising. 

For more information, please contact us at NativeAdvertising@solvemedia.com.

*Survey Methodology:  Solve Media surveyed 600 media buyers, agency creatives and online publishers in the United States.


Solve Media Collaborates With comScore to Introduce Native Insights Research

Groundbreaking Initiative Creates Measurement Tool That Improves Efficiency, Effectiveness and Cost of Optimizing Digital Campaigns. 

NEW YORK (February 28, 2013) – Solve Media (www.SolveMedia.com), the leader in guaranteed, performance-based online branding, today announced its collaboration with comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, to launch a first-of-its-kind method to accurately measure online advertising in a native manner.  Native Insights research is collected in the flow of users experience, similar to native advertising, and allows advertisers to leverage unbiased results into actionable insights in order to optimize their digital campaigns.

An online survey conducted by Solve Media revealed that brand marketers and market research professionals are dissatisfied with the current state of digital campaign research. 40.6% of online marketers reported feeling that online surveys take too long to show results.  In addition, 60.6% of Market research professionals believe sample groups are heavily biased.  Native Insights research was developed to address these issues.

Solve Media’s Type-In network of over 6,000 publishers, across multiple verticals, creates an ideal setting for Native Insights research.  Key benefits include:

  • Survey Targeting – the ability to create and target specific audiences by brand preference and demographics.
  • Brand Lift – by presenting users with brand attribution questions on a control versus exposed basis, Native Insights natively measures awareness, perception and purchase intent targets.
  • Creative Optimization – advertisers using Native Insights can quickly determine changes in perception and sentiment on a per creative basis, and optimize messaging accordingly.
  • Publisher Specific Targeting – by limiting the audience to a specific site or group of sites, advertisers can hyper-target an audience type.

Solve Media’s Native Insights research tool leverages a unique methodology that aligns with comScore’s rigorous standards and benchmarking requirements.  In early studies, this approach has proven to be 200 times more effective at generating survey responses, and four times faster at data collection, when compared to traditional, non-native research methodologies. As a result, Solve Media now optimizes digital campaigns faster and more efficiently. In addition, by presenting research questions in the flow of a users’ experience, Solve Media eliminates the “natural born clicker” effect, which can sometimes produce user bias in online advertising research.

“We are proud to work with comScore.  Together we are changing the way agencies, marketers, and publishers measure campaign effectiveness data,” said Ari Jacoby, CEO of Solve Media. “We guarantee performance for brand campaigns, and we’re excited to turn brand data into actionable insights in order to deliver campaign success in a faster, more economical, and efficient manner.  

“We’re pleased to play a role in bringing this new application of online branding effectiveness measurement to the market,” said Bryan Goski, Director of Marketing Solutions at comScore. “By organically integrating with the flow of the user experience, ‘Native Insights’ has shown the ability to quickly deliver superior sample sizes and help advertisers evaluate campaign effectiveness almost immediately.”

Study Methodology
Solve Media surveyed 600 professional market researchers and online marketers in the United States from February 1-14, 2013.

About Solve Media
Solve Media (www.SolveMedia.com) was founded by veteran entrepreneurs and technologists focused on innovative Internet advertising solutions and security. The Company’s proprietary online advertising platform, the TYPE-IN™, was designed to create new and highly effective opportunities for brands to advertise online. With the platform, Solve Media guarantees brand message delivery, brand lift and return on investment for advertisers. Additionally, the security platform creates new revenue opportunities for publishers and saves time for consumers. Backed by First Round Capital, New Atlantic Ventures, AOL Ventures, Bullpen Capital and prominent angel investors, Solve Media is based in New York City and Philadelphia.  

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on the web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.


Solve Media Study Finds Half of Media Buyers will Purchase Native Advertising in 2013

One-Fourth Plan to Spend More Than 20% of their Budget on Native Advertising

NEW YORK (December 13, 2012) – Solve Media (www.SolveMedia.com) today revealed the results of an online survey showing that 49 percent of media buyers plan to make native advertising purchases in 2013. Although spending levels vary, two of five media buyers surveyed reported that they have allocated more than 10 percent of their 2013 budget to native advertising. While native advertising has received significant attention in the media and at industry events, this is the first insight into the impact it will have in the market in 2013. In addition to ad buyers, other industry stakeholders, including publishers, creative agencies and investors are focused on native advertising going into the new year.

There has been a lot of buzz around native advertising, but no substantive information around user experience or effectiveness.  “Native advertising must create value for consumers in order to perform,” said Ari Jacoby, CEO of Solve Media, “At Solve Media, we save consumers 7 seconds per transaction or more than a full year of time, in aggregate, every single day. The industry talks about ‘serving’ ads and, in a very real sense, I feel they should ‘serve’ the consumer.” 

Solve Media’s data indicates that native advertising is becoming an integral part of online advertising as it has garnered the attention of agency media buyers and creatives, online publishers, and even venture capitalists, private equity firms and angel investors. Key findings from the study include:

  • Native Advertising is Important to Media Buyers – Nearly 60 percent of agency media buyers said native advertising was “very important” or “extremely” important in 2013. Additionally, buyers based in Chicago, Los Angeles, New York and San Francisco will spend the most on native advertising.
  • User Experience is Key for Effective Native Advertising – Seven of ten agency Creatives noted that user experience is the most important component of native advertising.  
  • Publishers are Recognizing the Need for Native Inventory – Nearly 20 percent of online publishers are likely to add a native advertising option to their sites.  
  • Private Investors are Excited about Native Advertising– More than half of the venture capitalists, private equity firms and angel investors that invest in media and ad technology, said that they are likely to very likely to invest in companies that sell native advertising in 2013.

Consumer behavior and expectations evolved when social media became mainstream, and native advertising is the byproduct. “Native advertising adoption and spend—spurred by the rise of prominent social formats such as Facebook Sponsored Stories and Twitter Promoted Tweets - are accelerating quickly. Increasingly, consumers expect an integrated content experience,” said Jed Williams, Senior Analyst and Program Director at BIA/Kelsey, “This trend is only the beginning. We foresee continued momentum in original advertorial content, rich media, long form viral video and other formats in the years ahead. Solve Media’s Type-In ads are a compelling advance in native advertising that creates value for users and measurable performance for brands.”

Native advertising will continue to grow as the market introduces new and innovative ways to address users’ needs. “Native advertising isn’t a trend—it’s the new reality for publishers and marketers who are focused on both serving the consumer and satisfying the investor community,” said Gene Munster, managing director and senior research analyst at Piper Jaffray. “Solve Media is well-positioned to capitalize on this important marketplace shift.”

Results of the study and additional analysis can be found in the Solve Media White Paper on Native Advertising, which is available for download here.

Study Methodology
Solve Media surveyed 800 media buyers, agency creatives, online publishers, venture capitalists, private equity firms and angel investors in the United States during September and October 2012.

About Solve Media
Solve Media was founded by veteran entrepreneurs and technologists focused on innovative Internet advertising solutions. The Company’s proprietary online advertising platform, the TYPE-IN™, was designed to create new and highly effective opportunities for brands to engage online. With the platform, Solve Media guarantees brand message delivery, brand lift and return on investment for advertisers. Additionally, the platform creates new revenue opportunities for publishers and saves time for consumers. Backed by First Round Capital, New Atlantic Ventures, AOL Ventures, Bullpen Capital and prominent angel investors, Solve Media is based in New York City and Philadelphia. http://www.solvemedia.com