Ad spending on sponsorships is growing faster than expected, as more premium publishers focus on selling customized, “native” digital executions, according to new figures from eMarketer.
As display ad-buying becomes on the one hand ever more automated, with programmatic eating up a greater share of ad dollars each year, premium publishers are on the lookout for a way to stand out—and offer advertisers an experience that doesn’t compare with a typical banner or video ad.
eMarketer expects sponsorship ad spending to grow 24.0% to $1.90 billion this year in the US, compared to $1.54 billion last year—slightly up from eMarketer’s previous estimates from August. The figures include spending on sponsorship ads served to any digital devices. Read the rest at eMarketer.