Want a Successful Native Ad Campaign? That’ll Be $450,000, Please

Advertising Age
George Slefo

Brands that want to run a successful native ad campaign might have to pay as much as $450,000 for a six-month run.

But that might be a bargain, as marketers who cough up the cash are happy enough that they return at a rate significantly higher than the industry norm.
According to MediaRadar, a sales intelligence company, publishers see an average renewal rate of 33% for native ad products when campaigns run for less than six months. But news outlets like the Wall Street Journal, for example, see renewal rates of 72%.

The key difference, MediaRadar says, is the length of the campaigns.
“One of the things the successful publishers all have in common is the duration of the campaign,” Todd Krizelman, CEO of MediaRadar, said.

“What we observed is in that time period of six months, the publisher has more time to course correct,” Mr. Krizelman said. “In the grand scheme of things, native is still in the early days, so this concept of how you execute your best practices isn’t perfected.”
The world’s best publications charge brands as much as $75,000 a month for the privilege of running sponsored content on their website, according to industry insiders.

Read more: http://adage.com/article/digital/native-content-yielding-big-returns-publishers/307799/