The year 2016 at plista is coming to an end. But before getting to holidays and saying goodbye to the year we want to look back to the past 12 months with a 2016 recap by plista.
The digital environment and also the plista universe was full of developments and news. Native advertising is now on the agenda of most of the companies and has become a main topic in the industry.
Since the last market research of plista and eye square proved Native RecommendationAds attract user’s attention two times higher than classic banner ads, it’s no wonder native advertising is here to stay.
Furthermore programmatic is getting a big trend in the advertising environment. eMarketer predicts in a study from 2016 that ad spending in programmatic advertising for the German market will rise in this year up to 566 € Mio from 269 € Mio in 2014.
This trends has determined the development during 2016 and bring us to the following key messages to the end of the year:
#1 Native Goes Global
Within this trend we see native is going global and plista is doing the same. With the internationalization plista brings its approach to worldwide markets. Starting with eight markets internationally in 2016 we end up with 20 markets launched this year. We are very happy to see the growing interest in native advertising- in June we entered the big markets of USA and Canada for example.
Currently 185 employees in the Berlin headquarter and 60 internationals are constantly working on the further development to bring native advertising to another level.
#2 It’s All About the Inventory
As mentioned above more and more advertisers are taking advantage of native advertising. But the growing number of advertisers face a limited number of publishers, leading to a constant search for new inventory. The spotlight is now put on publishers.
Our aim is and will be to build and maintain long term relationships with premium publisher to create a high quality advertising environment. On publisher site transparency and control of content is crucial for cooperations.
To offer publishers best possible support plista partnered with the Norwegian company Linkpulse. The tool offers publishers insights on how their site is performing to improve monetization easily.
#3 The Path to Programmatic
Within the partnership with Xaxis, plista already stepped into the programmatic environment. One of the main challenges the next year will be to become a full programmatic native advertising company. Always with the overall aim in mind to offer products that fulfill the needed complexity and set high industry standards. Quality and transparency will be essential competitive advantages.
2016 was a great success over all and with this three key messages written, we are even more curious for next year to come. Thanks to all participants during the past 12 month.
We wish you all a merry Christmas and a successful start in the new year!