KEY INSIGHTS

PROGRAMMATIC GUARANTEED BIG RESULTS

Condé Nast boosted its revenue by 93% and order volume by 41% in the past two years through its “programme guaranteed” programme with Google. DigitalContentNext

WIDE PROGRAMMATIC ADOPTION

“Programmatic advertising has reached unprecedented adoption in recent years as the industry responds to changing marketplace dynamics,” said Taylor Peterson, Deputy Editor at Third Door Media. DigitalContentNext

NATIVE COMMANDS MUCH HIGHER PRICES

One of the main reasons for the incredible growth of native advertising representing from 31-69% of total advertising revenue is that publishers are able to set significantly higher prices for native advertisements compared to the traditional ones. FIPP's study claims that more than 60% (up from 56% last year) of publishers charge more for native advertising than basic promotions. FIPP

EMOTION-BASED ADVERTISING

In the spring of 2018, The New York Times piloted ad placements based on the emotions certain articles evoke. By mid-2019, Project Feels had generated 50 campaigns, more than 30 million impressions, and strong revenue results (the Times declined to specify how much). Poynter

EMOTION-BASED ADS VASTLY OUTPERFORM

With 150,000 data points, a Project Feels analysis team identifies articles with strong emotional resonance. The resulting algorithm then instantly finds which combination of emotions is evoked as the story is posted. The Times and its advertisers can track with some precision whether the ad outperforms a more random placement. Some have generated as much as 80% more impressions than regular behavioural targeting. The average lift is 40%. That success supports a premium charge. Poynter