Marketers understand the importance of evaluating campaigns for both brand impact and tangible performance goals. While content marketing has helped brands create one-to-one engagements with audiences, scaling it has been a challenge. Advances in advertising technology, specifically programmatic, are the final piece of the puzzle.
How well we understand the nuances between content marketing and native advertising – how they differ, what objectives they meet, their execution and implementation strategies – is crucial to understanding how both can be amplified by today’s automation technology.
We asked over 500 brands, agencies and publishers for their answers to these questions in an attempt to shed some light on the content marketing and native advertising landscape. Here’s what we found out.