Take Your Brand’s Temperature: How to Measure Brand Health

The need to establish clear brand awareness and brand health metrics is essential for any new brand awareness campaign. We believe the first challenge is to clarify brand goals according to best practices that will lead to meaningful business results. The second is to ensure those goals are adopted and understood throughout the organization. This is key to long-term planning ability and helps align resources with marketing and business goals. While brand awareness is a significant factor, there are other health metrics that should be monitored to create a full picture.

We recommend measuring total awareness, both aided and unaided, and metrics such as preference, intent to purchase and satisfaction with the customer experience. These will enable a richer view of the brand and show progress as an organization over time.

How to approach this challenge

Brand measurement should be approached on two different paths. We believe in combining a classic brand awareness and health study with a media effectiveness and impact study.

Brand awareness and health measurement study

This is a survey-based study that is conducted quarterly or twice per year at a minimum, and is designed to thoroughly understand how well a brand is known by the target audience, how it is perceived and how it is viewed against competitors. It can also measure attributes such as intent to purchase and mission-based perceptions as well. The study should be customized to the specific goals of the brand and be considered the ultimate measurement; all efforts should be aligned around this data.

Media effectiveness and impact study

Naturally, as a media agency we recommend measuring the impact of media efforts on brand and marketing goals as directly as possible. There are many great tools and technologies to help facilitate the process. The result is enhanced confidence in long-term planning for media and advertising dollars that work harder to achieve specific brand goals.

A media effectiveness study can look at cross-channel media such as TV, digital, video, print and more, understand how they work together and then provide insight on which channels deliver in more effective ways to reach specific objectives. Dollar for dollar it can help identify which tactics and platforms drive greater outcomes. It is not a full attribution study, but a quicker, less costly way to gain insight specifically on media spend and its impact.

This approach is ideal for a new brand launch since it can quickly shed light on how valuable media dollars are performing in the marketplace.

Recommendations for selecting partners and services

There are many services and agencies that can deliver a brand health measurement approach. The ideal partner is one who is a proven expert in creative and effective ways to approach brand and marketing research. They should be able to work quickly to customize for specific needs and deliver a range of research solutions that can lead to real business insights. Of course, a classic brand study is essential, but additional customer experience research can prove helpful as well, especially as the brand grows.

For the media effectiveness study, Comscore offers a variety of cross-channel media impact measurement tools. They can help determine the best option based on the parameters of the study, identify which is best-suited based on needs and aid in planning adequate budget resources. It is best to share media plans as they are developed. They will then examine for feasibility and outline costs and expectations for the study. At the end of the study, Comscore will deliver a comprehensive report of all media tactics and explain which types of media, creative and audiences were most impactful to the advertising goals.

More broadly, to evaluate total marketing ROAS and understand the impact of efforts across all channels, we recommend collaborating with a business partner who has a complete team of data scientists that can quickly recommend a data approach and build a predictive ROI model. Although it has a longer development time window, this type of model is ultimately necessary to forecast and manage marketing spend.

Next Steps

Ready to move forward with brand measurement? Let’s connect. We will review your needs, make recommendations and facilitate conversations with additional agencies or consultants as needed to ensure comprehensive brand health measurement and guidance to fast-forward your business.

How to Get the Most Out of Programmatic Display Campaigns (and Make Sure You’re Not Throwing Money Down the Drain)

Programmatic advertising campaigns have become a force in digital media. But, if you want programmatic display to fast-forward your business, it’s critical to ensure your campaigns are optimized to drive meaningful, positive results for your brand.

To make sure your brand isn’t pouring money down the drain, we outlined 18 questions you should ask your programmatic display agency right away to make sure your campaigns are set up for success. The questions are split into four categories to help you identify any areas that should give you a particular cause for concern. If you see a lot of red flags along the way, it may be time to take a deeper dive into your programmatic campaigns.

If you want to avoid the hassle of doing the audit yourself, contact Mindstream Media Group today to talk to one of our paid media experts about your programmatic display campaigns. 

Programmatic display agency qualities

No. 1: How much is your agency partner charging you based on your spend?

When it comes to programmatic display, there can be several brokers between you and the publisher that serves your ads. The list includes media vendors, ad tech firms, data providers, etc. By the time the bill gets back to you, the price tag could be considerably higher than the publisher’s original cost.


This isn’t necessarily a bad thing. If your vendor is working with reputable partners, each cog in the programmatic machine is essential in getting the most out of your media spend. It does mean, however, that you want to choose a partner that’s transparent about their pricing models and partnerships.

No. 2: How much of your media spend goes to viewable impressions?

Here’s a dirty little secret of programmatic advertising: ad impressions don’t always equal ad views. Since programmatic campaigns typically use a cost per thousand impressions (CPM) model, this is a big deal. A few years ago, the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) created the following standard for viewable display impressions:

A minimum of 50 percent of (an ad’s) pixels in view for a minimum of 1 second.

So, how do advertisers end up getting charged when their ads aren’t viewable? Well, unfortunately, not everyone follows the rules. Even with that lenient standard, some programmatic display vendors still limbo under the bar. To make sure people can actually see the ads you’re paying for, ask your agency partner what standard they use to qualify viewable impressions. Also, ask to see reporting on how many of your current impressions are “viewable.”

No. 3: Does your vendor have access to advanced planning technology?

Programmatic display advertising is a rapidly evolving practice, making it essential to partner with agencies and tech vendors that are at the head of the pack in terms of innovation. To make sure you have the latest and greatest techniques powering your programmatic campaigns, ask your agency partner questions like:

  • Do you have access to Automated Content Recognition (ACR) technology to better plan and optimize my campaigns?
  • What kind of beta programs are you involved in (either internally or through ad tech partners)?
  • What plans do you have to improve our campaigns in the future with new technologies?

Campaign targeting and scheduling

No. 4: Who are you targeting?

The main reason programmatic campaigns are so powerful is all the data involved. With programmatic, you’re privy to a wealth of information to help you target the right consumers at the right times, but that targeting is only as good as the data that powers it and the strategy behind it.

To make sure your agency partner is targeting the right audience segments, ask them questions like:

  • What targeting methods are you using?
  • What characteristics are you using to define our target audience?
  • What data points do you use to identify those audience segments?
  • What audiences are you excluding?

No. 5: Where are you targeting?

Taking that last question a step further, make sure your audience segments are in the right places geographically. This is especially important for multi-unit and franchise brands that need to target audiences close to their locations.

To make sure your programmatic campaigns are fully optimized, ask your agency partner questions like:

  • Have you set up geo-targeting around our locations to make sure we’re only reaching nearby consumers?
  • Are you able to distribute leads fairly and accurately between locations that are close to one another?
  • Can you run a report that shows the breakdown of impressions by geo-location?

No. 6:  What stage of the customer journey are you targeting?

The most effective media strategies take a holistic, full-funnel, multi-channel approach utilizing a variety of tactics to reach consumers at every stage of the customer journey. Ensure your agency partner is leveraging all of the programmatic channels available within their DSPs including CTV, streaming audio/podcasts, digital OOH, video, native and display to connect with the right users in the right place at the right time.

No. 7: What sites are your ads appearing on?

At Mindstream Media Group, one of our programmatic philosophies is to focus more on who we’re serving ads to than where we serve ads. Having said that, you probably don’t want your ads showing up on sites with explicit content or on publisher platforms whose principals aren’t aligned with your own.

To safeguard your brand’s reputation, find out which sites are included in your programmatic vendor’s network and work with them to block any unsavory sites. If your vendor partner is unable or unwilling to share this list with you, that could be a serious red flag.

No. 8: What schedules are your ads running on?

This question is essential if you’re running direct response ads. For example, let’s say you’re a restaurant running ads that encourage consumers to visit your location, but you’re closed on Mondays. Since you’re not there to serve guests, you probably don’t want to run ads that day.

Pretty basic stuff, right? We agree. Make sure your agency partner does as well.

No. 9: What are your frequency settings?

If you’re like most internet users, chances are you see a lot of ads from the same company. At best, these ads are for things that are relevant to you and are somewhat valuable (you’d probably just like to see less of them). At worst, they’re akin to an overaggressive telemarketer who can’t take a hint. Make sure your brand isn’t “that guy” by finding out what frequency settings your programmatic vendor uses.

Conversely, if you want to generate brand awareness and search lift then the campaigns need to reach a minimum frequency to have the desired effect. Ask your agency to report on these key metrics so that you can maximize your overall goals for the campaign.

Performance metrics

No. 10: How are you measuring the success of your programmatic campaigns?

One of the most important considerations in any marketing effort is to make sure the goals of your campaign align with the business results that your brand values most. To make sure these concepts align, find out what metrics your agency is reporting on to measure the success of your programmatic campaigns.

One thing to look for is the quality of the metrics you see in your reporting. Is your agency reporting valuable conversions like form fills, calls and visits to your location(s)? Or are they simply reporting vanity metrics like impressions and clicks?

No. 11: Is your performance connected to revenue?

Taking that a step further, the ability to connect conversions to actual revenue is important in measuring the overall success of your programmatic display campaigns. Find out if your agency is able to connect your programmatic campaigns to your other tools – e.g., your customer relationship management (CRM) or point of sale (POS) systems – and measure the overall return on investment (ROI).

No. 12: How are you approaching view-through attribution credit?

While programmatic advertising can and should be used as a direct response initiative, digital display ads also excel at building brand awareness and generating conversions well after an ad is served.

For example, let’s say you’re reading an article online and you come across a display ad for running shoes. You like the shoes but you’re really into the article so you continue reading and end up clicking on another link after you finish it. Then you remember the shoes and head to Google to find them.

In a scenario like this, that original display ad deserves some of the credit. This is known as view-through attribution (VTA) – while the ad didn’t directly lead to a conversion, the fact you saw the ad led to a profitable action in the future.

Programmatic campaigns have sophisticated tracking methods that allow advertisers to track these types of conversions, but not everyone uses them. As you audit your programmatic campaign, make sure your agency partner can and does.

No. 13: What is your attribution window set to?

While VTA is key to understanding the non-direct actions consumers take after seeing your ads, there’s a right way – and a wrong way – to set it up. Typically, VTA is most valuable when the conversion occurs shortly after a consumer sees an ad, not weeks or months later.

To make sure your programmatic campaigns are only measuring recent conversions, ask your agency what window they’re using to measure VTA. The appropriate amount of time will vary by brand and product, but if the window is more than a few days, make sure there’s a good reason.

No. 14: Is your vendor able to calculate search lift?

Here’s another indirect metric your agency partner should be able to measure – search lift. Recent data from agency programmatic partner, The Trade Desk, shows that clicks to an advertiser’s site from Google search’s UTM were 8.5 to 10 times more likely to make an online purchase after being exposed to programmatic media.

Programmatic search purchase lift

Programmatic Assisted Search Purchase LiftThe ability to measure search lift is key to understanding what impact your programmatic display campaigns have on purchases and brand awareness. If it’s not already in your typical reporting, ask your agency if they’re able to calculate search lift across the programmatic networks used in your campaigns.

Optimizing campaign creative

No. 15: What creative assets are you using?

One of the biggest mistakes advertisers make with programmatic advertising, especially with video ads, is forcing ad creative from other media campaigns. For example, if you’re running a programmatic video campaign, you need to make sure your creative fits the media platforms you display your ads on. Copying and pasting a TV commercial typically won’t cut it.

Just like with social media, brands should customize their creative for the platforms, and hence, the audiences they are targeting. You wouldn’t use the same messaging on LinkedIn that you would on TikTok, so make sure your programmatic video is appropriate and relevant for your display audiences.

No. 16: What is your creative testing strategy?

A key advantage of programmatic campaigns is they allow you to serve ads based on which ones are most likely to perform well in a given situation (i.e., based on the consumer viewing the ad, the website serving the ad, etc.) But this advantage is null and void if you don’t have enough ads.

Make sure you’re leveraging the full value of programmatic by finding out how many ad variations your agency is running with each campaign. This will not only allow you to run tests to find the most effective creative messages, but it will also mitigate audience burnout from seeing the same ad too many times.

No. 17: How are you leveraging video creative?

Start with asking your programmatic agency a simple question: “Are we using video creative?”

If the answer is no, follow it up with a sternly worded version of this question: “Why the hell not?”

Your programmatic agency might not be responsible for ad creatives, but they should be looking for any opportunities to optimize your campaign and video is a great way to grab consumers’ attention.

No. 18: Are your programmatic campaigns using dynamic creative?

We’ve hit on this point plenty of times, but we’ll say it again: a major perk of programmatic campaigns is that they allow you to determine in real time what message is most likely to resonate with a specific consumer. To fully unlock this power, make sure your campaigns can dynamically adjust creative elements like ad copy, calls-to-action and images based on the specific consumer viewing your ad.

Now that you’ve gotten through all the questions, how did your programmatic campaigns stack up? If too many of the answers were a cause for concern, contact Mindstream Media Group. We can pull back the curtain even further to give you a better idea of how to improve your programmatic display campaigns to get the most bang for your media dollars.

Editor’s Note:  This post was originally published in April 2019 and has been updated for freshness and accuracy.

Meet the Mindstreamer – Derek King

He’s part researcher, part data-cruncher, and loves digging into first-party data to find insights and patterns to help inform media plans, especially when they break the mold of what’s been done before. He’s Derek King, Senior Manager, Media Strategy & Insights based in Mindstream Media Group’s Dallas headquarters.

After having studied Advertising in the Journalism school at the University of Kansas, Derek dreamed of becoming a copywriter but ultimately decided that his mathematical abilities were better suited for a career in media planning. When a media opportunity arose, he went for it and has been loving it ever since.


His first agency position was with Valentine Radford in Kansas City in 1997, which was then acquired by Southwest Media Group in 2003. Then, when Southwest merged with Mindstream Media in early 2020, Derek became a part of the Mindstream family.

As an agency veteran of nearly 25 years, Derek believes he started in the industry at a great time—when traditional media was king. Over the years with the surge of technology in digital media, he’s been able to see that growth and learn the ins and outs of the digital realm firsthand. As a result, he has broad media experience, including TV/Radio, Direct Mail, OOH, Digital and Print.

While technology has automated many of those fundamental media planning responsibilities, it’s also been a bit of a double-edged sword. He shares, “The volume and ease-of-accessibility to data has been incredibly helpful, but in addition to improving and streamlining processes, it’s also increased both the amount of work that can be done as well as the number of tasks that (with experience) it is easier to do than delegate, making it much harder to disconnect.”

Even after having been in the media industry for most of his career, he continues to be inspired by the people around him, in how they interpret data and distill meaningful insights. “I’m inspired by a lot of my current (and past) co-workers that use numbers and interesting visuals to express something that is evidence-backed and compelling. There’s an art to that “distillation” process that I really appreciate.”

To someone wanting to pursue a career in this industry, Derek says “learn to love numbers and don’t overlook traditional media — they certainly still have a few more good years.”

In his spare time, Derek enjoys golf, skiing, chess and cooking. Research has also played a huge part in his personal life, noting, “While making a cursory search of a few websites after seeing the movie Secrets & Lies, I actually found my biological parents online in August 2001.” He also stays in touch with family and friends through Facebook, gets news, sports and music news from Twitter and frequents Reddit exclusively for the r/Jokes page.

An enormous part of what makes Mindstream Media Group successful is the collective talent and collaboration of its employees across the country. While we as an agency love to share stories about client successes, industry news and product updates on our MMG Blog, we also want to feature the actual people behind the work we are doing to grow client business.

 Our recent video series, Fast-Forward the Conversation, discusses the HOW behind supporting client growth through media strategy, with topics like shopper marketing, franchise work, QSR challenges, agency partnerships and more.

 We’re also now featuring a Mindstreamer (as we like to call ourselves) periodically to share their stories and celebrate the diverse people, backgrounds, interests and qualities that make us unique.

What You Need to Know About Programmatic Advertising

In the past, real-life human beings were solely responsible for buying and placing ads on media platforms. If that sounds incredibly inefficient to you, it’s because it was. Humans are prone to mistakes, forget things, call in sick, show up hungover, etc. Compared to machines, humans are slow and a lot less capable of handling ad buys at scale.

To make up for our shortcomings, advertisers have increasingly turned to programmatic advertising technologies to facilitate the process of buying and placing ads. By 2023, U.S. advertisers will dedicate more than 91 percent of their total digital display spending to programmatic ad buys, according to eMarketer.

U.S. programmatic digital display advertising spending

(in billions and % of total digital display ad spending)


With the ability to scale and automate complex tasks, programmatic technologies are already a dominant force in digital marketing. And, programmatic will only become more valuable as agencies and tech companies introduce ways to make the process even more efficient. To make sure your brand can take full advantage of the opportunity, here’s an introduction to programmatic advertising and what it can do for you.

What exactly does programmatic advertising mean?

Programmatic advertising is the practice of using technology to automate the buying and selling of ad impressions on media platforms. These impressions could be for digital display banners, native advertising, online video ads and a myriad of other ad types.

What is the primary function of programmatic technology?

In terms of the ad buying process, the main function of programmatic technology is to automate the bidding process of auctions that occur in real time when users visit webpages and websites serve ads. These real-time auctions allow advertisers to buy ad impressions and publishers to sell advertising space at scale.

How does programmatic technology automate bidding?

In a programmatic setting, publishers serve ads dynamically based on the individual user visiting a webpage or app, thereby limiting impression waste by focusing on the right users in the right place at the right time. To do this, publishers use real-time auctions to determine which ad shows each time a user visits one of their webpages or app screens.

For example, let’s say you visit a webpage. When you click on the URL, the browser sends information about you (e.g., demographic information and online behaviors) and the webpage (e.g., main page topics) to a series of platforms that handle the buying and selling of ad impressions.

Upon receiving the information, these platforms initiate an auction to determine what ads you’ll see on the page. The auction’s buyers are brand advertisers and their media/tech partners who set targeting criteria to determine how much they’re willing to pay to get their ad in front of specific audiences.

Using a process called “real-time bidding,” these platforms can handle this auction – along with billions of others each day – in the milliseconds between the time you land on the page and when all the content loads.

Why is programmatic ad buying a good thing for advertisers?

The biggest reason is what we just alluded to – programmatic ad buying allows advertisers to target ads based on specific consumers rather than having to buy set inventory directly from publishers. This type of ad buying allows your brand to focus more on who you’re serving the ad to, than where the ad displays.

Programmatic ad buying allows brands to focus on who they’re servings ads to, rather than where they’re serving the ad. Click To Tweet

Another benefit to advertisers who partner with a programmatic agency like Mindstream Media Group? We have certified programmatic traders working in tandem with platform AI to monitor and optimize campaigns, combining human strategy and ad technology to achieve the most efficient results.

Who are the major players in programmatic advertising?

Remember how we mentioned there are a series of platforms that handle the buying and selling of ad impressions? Well, that series includes a fairly intricate roster of platforms and vendors to make sure the right ads from the right brands get in front of the most relevant consumers. To give you a closer look at the logistics of programmatic advertising, here’s a brief overview of the major players:


The companies that are looking to reach target audiences with their advertising messages.

Media agencies

The vendor partners that connect brands with programmatic platforms and develop campaign strategies.

Demand-side platforms (DSPs)

The platforms that help advertisers and agencies analyze available inventory and adjust bidding strategies in real-time.

Ad exchanges

The platforms that handle the buying and selling of programmatic ads (i.e., where the real-time auctions take place).

Supply-side platforms (SSPs)

These platforms help publishers identify audience segments, manage price points and facilitate sales across ad exchanges.


The companies that sell ad impressions on the websites, platforms and apps they own.


The people who view the ads on publishers’ websites and apps.


If your brand is already leveraging programmatic advertising, check out this blog on how to make sure you’re getting the most out of your campaigns. If you haven’t started running programmatic campaigns yet, contact Mindstream Media Group to learn how our innovative display solution can help fast-forward your business.

Editor’s note:  This post was originally published in April 2019 and has been updated for freshness and accuracy.

Meet the Mindstreamer – Bradi Slovak

In addition to managing the programmatic team in the Dallas office, Mindstream Supervisor, Programmatic Operations, Bradi Slovak is also responsible for running and optimizing display, pre-roll video, CTV and digital PR Out of Home campaigns for a number of clients. With the explosive growth of programmatic advertising in recent years, Bradi had no idea this is what she would be doing when she selected Advertising as a major in college 10 years ago. But the constant evolution of digital marketing is exactly what excites Bradi about her job. She says, “The Programmatic World changes so often, there is always something new to learn, a new vendor to meet with, new ways to reach audiences, etc.”

Bradi enjoys putting together full-funnel programmatic media strategies and works to drive maximum efficiency, spending media dollars at the right time with the least amount of waste. Her efforts have earned her a nomination for the 2021 Alliance of Women in Media Dallas Award of Excellence. AWM has been providing educational, networking and professional development support and growth opportunities for over three decades. Each year the group holds an awards gala to recognize outstanding individuals in the field. In fact, two other Mindstreamers have been nominated this year as well, Chandler Swanner (Agency Rising Star) and Shelby Clement (Local Planner). Winners will be announced in October.

When she’s not busy executing and optimizing campaigns across the variety of DSPs Mindstream leverages for programmatic campaigns, Bradi enjoys spending time with family and friends, spending time with her puppy Becki and traveling. She also loves to gamble and has been to Las Vegas over 20 times. What happens in Vegas stays in Vegas!

An enormous part of what makes Mindstream Media Group successful is the collective talent and collaboration of its employees across the country. While we as an agency love to share stories about client successes, industry news and product updates on our MMG Blog, we also want to feature the actual people behind the work we are doing to grow client business.

Our recent video series, Fast-Forward the Conversation, discusses the HOW behind supporting client growth through media strategy, with topics like shopper marketing, franchise work, QSR challenges, agency partnerships and more.

 We’re also now featuring a Mindstreamer (as we like to call ourselves) periodically to share their stories and celebrate the diverse people, backgrounds, interests and qualities that make us unique.

What You Need to Know About Native Advertising

Let’s talk about a massive advertising opportunity that has been flying under the radar for a lot of advertisers. It’s not that advertisers have ignored this opportunity, it’s more that they don’t really understand it. The opportunity we’re talking about is native advertising – a misunderstood format with serious potential for brands.

In 2021, U.S. advertisers will spend over $57 billion on native ads, which represents almost two-thirds of all digital display spending. In other words, it’s a pretty big deal. Still, even in the marketing and advertising worlds, not everyone is 100 percent sure what native advertising even means or what types of ads fall under its umbrella.

Some of that uncertainty lies in the nomenclature. When someone says “TV commercial” or “paid search ad” it’s fairly simple to figure out what they mean. But “native advertising” isn’t as intuitive. So, let’s take some time to peel back the layers of this [native advertising] onion and help marketers like you understand how to incorporate native advertising into your Q4 2021 and 2022 media strategy.

What is native advertising?

Let’s start with a softball question: what is native advertising? Here’s a simple definition from our friends at eMarketer:

“Digital display ads that follow the form, feel and function of the content of the media on which they appear, be it a webpage or an app.”

The key to native advertising is its non-disruptive nature. Ads don’t really look like ads; they integrate so smoothly with the page content and design they feel natural or “native.”

What do native ads look like?

Native ads come in several formats and on a variety of channels and platforms. Here’s a look at some of the more popular native ad formats.

In-feed ads

In-feed ads are paid social media posts that display in users’ feeds along with organic posts, usually with the denotation “Promoted” near the top of the post.

Native advertising - In-feed ads

Sponsored content

Sponsored content includes ads for online articles, blog posts and other content pieces that show up in the sponsored content section on publisher sites (typically below an article from that publisher).

Native advertising - Sponsored content

In-app reward videos

In-app reward videos appear in mobile apps and reward users for watching (e.g., Pandora videos that offer extended periods of uninterrupted listening after users watch them).

In app reward videos

How can I use native ads in my digital media strategy?

For creative advertisers, native ads offer plenty of opportunities to drive results throughout the consumer buying journey. The key is focusing on your target audiences’ needs, demonstrating how you provide value to those audiences and building purposeful campaigns. After you lock in those three components, it’s a lot easier to decide which formats to use.

Focusing on your target audience

Before you start building your campaign, make sure you have a clear idea of the types of consumers you’re trying to reach. Conduct in-depth research into your target audience to figure out their needs and wants, what media channels they frequent and how they prefer to interact with brands.

Demonstrating your value

Once you understand your audiences, identify how your products and services address their needs. Your ad messaging should center on that value proposition in a way that resonates with specific consumers.

Building campaigns with a purpose

Ask yourself “what specific results do I want native advertising campaigns to drive for my brand?” Make sure your team understands what you’re trying to accomplish and the metrics you plan to measure success against.

What does the future have in store for native advertising?

2021 is already a huge year for native advertising. Despite slower growth in 2020 due to the pandemic, native ad spending grew by over two billion dollars in 2020 and has increased by over 22 billion since 2018.

U.S. native digital display ad spending


Mobile channels, programmatic platforms and social networks are the main drivers behind this increase. And, since there’s a lot of overlap between the channels, there are plenty of opportunities to run campaigns that incorporate all three.

Native ad formats like video and sponsored articles are becoming more popular as well, which has taken a chunk out of social media’s share of the ad spend. But social ads will still account for around three-quarters of native ad spend in the foreseeable future.

Percentage of native ad spending


There’s also a lot of growth happening in native advertising. Ad tech companies are building out the infrastructure necessary to handle large-scale programmatic native advertising campaigns that have:

  • The ability to test multiple creative messages
  • More sophisticated audience targeting
  • Better tracking and measuring capabilities

For brands, this means the already warm waters of native advertising should heat up even more with increased engagement and higher conversions. If your brand is interested in diving in, contact Mindstream Media Group to learn how our native advertising solutions can help Fast-Forward Your Business.

Editor’s note:  This post was originally published in March 2019 and has been updated for freshness and accuracy.