Back to Our Sponsor? Why Publishers Struggle to Renew Native Advertising

Sponsor content was supposed to be publishers’ ticket to digital sustainability. Turns out most of them are having a hard time getting advertisers to come back for seconds.

Digital ad sales intelligence platform MediaRadar said the average renewal rate for sponsor content this year is 21 percent. Meanwhile, native ad tech company Polar recently described renewal rates as “weak,” with 40 percent of the publishers it surveyed showing renewal rates below 50 percent.

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One thought on “Back to Our Sponsor? Why Publishers Struggle to Renew Native Advertising

  • August 16, 2016 at 9:40 am

    Interesting comments on repeat business. We’ve measured retention at over 150 newspapers, across all products. Newly acquired local customers rarely retain above 20% at 60 days for any product. You would hope that larger clients, those big enough to be distributing their native content across ‘the big five’ would have a longer term approach to evaluating success.
    We’re hoping they value impressions, eyeballs, etc. Few do. They’re looking for attributable traffic to their site, with emphasis on traffic that takes an action to connect. Apparently they aren’t getting that at a level where native can edge out other methods.


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