A Framework For The $10B+ Native Advertising Market

Over the past ten years, publishers have continued to monetize their sites with banners and pre-roll ads, and advertisers have continued to pump billions into these formats, in spite of tanking performance and near- universal disdain. While click-through rates on display ads started out at around 9% in 2000, they now hover around 0.2% - which means 99.8% of banner ads are completely ignored. Meanwhile, led by YouTube and Hulu, the pre-roll ad market is only shifting in one direction: towards “skippable prerolls,” not forced interruption. And preroll skip rates are only moving in one direction (hint: when you give users the ability to skip annoying ads, they usually do).

Source: http://feedproxy.google.com/~r/Techcrunch/~3/l0c7NGE6HSM/

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