Renewal rates for sponsored content are being described as weak, with average uptake figures of 21% according to MediaRadar, while native ad tech company Polar said 40% of publishers had renewal rates of less than 50%. The report also found that the number of people who use Facebook has fallen by more than a third since last year, and is now at just over one billion users. As the number of firms producing native content has grown, 84% of brands are resorting to paid distribution to guarantee large-scale audiences.
Renewal rates for sponsored content are being described as weak, with average uptake figures of 21% according to MediaRadar, while native ad tech company Polar said 40% of publishers had renewal rates of less than 50%. With 85% of sponsored content revenue gobbled up by the so-called "big five," smaller publishers are left fighting for the remaining 15%, with less predictable return on investment. As the number of firms producing native content has grown, 84% of brands are resorting to paid distribution to guarantee large-scale audiences.