Outbrain, the world’s leading premium discovery platform, today unveiled the findings of its ‘State of Global Content Marketing’ Report. The interactive report was created in partnership with interactive content marketing platform Ceros and shows that content marketing has finally hit critical mass as marketers around the globe compete with an explosive news cycle for eyeballs.
Below are some highlights and key takeaways from the report.
Consumption Trends
Globally, mobile has surpassed every other method of content consumption: 52% of all Outbrain pageviews were mobile in 2016. France, and South Africa are all majority-mobile viewing countries, and almost every region has seen a huge mobile push, especially in video consumption. 42% of South Africans view video on mobile, the second-highest year-on-year growth in that area. In the U.S. adults devoted 10 hours and 39 minutes per day to screen time in Q1 of 2016. Almost ⅔ of the people in the UK have smartphones, and that number is growing worldwide. Mobile is big and only getting bigger.
Other big trends in North America were chatbots, which Microsoft’s CEO believes are the new apps, and VR. Native advertising spend, already $10.7b, is expected to double by 2018.
In India and Singapore, Internet penetration is growing with internet users skewing younger, more educated, and more interested in video. Germany saw a 27.5% jump in video viewing last year, and 45% of all Israelis watched a video on their phone daily in 2016. 54% of people in Singapore watched digital video regularly, and social and video were popular with Brazil’s 64 million smartphone users. 72% of all Indian Internet traffic is projected to be video by 2018.
The State of Content Marketing
Content marketing continues to grow globally. Germans trust brands almost as much as they trust traditional media outlets (42% vs 44%). 96% of Italian marketers manage their digital content and 94.6% of Spanish marketers used content marketing. 84% of Australian marketers say that creating more engaging content is their top priority for 2017 and in Brazil mobile advertising generates 12.5% of awareness for brands, 8.9% more than the average generated by desktop.
Ad blockers hit big last year in Italy, causing losses for media outlets, but were much less popular in Japan.
The Biggest News Stories of 2016
Additionally, the report looks at the consumption behaviors from top performing headlines ranging from the US election and Brexit to hairstyles banned in South African high schools.
Please see the full report for more insights and data about content consumption in key markets last year.
About Outbrain
Outbrain (www.outbrain.com) is the world’s leading premium content discovery platform, bringing personalized, relevant online, mobile and video content to audiences while helping publishers understand their audiences through data. Outbrain serves approximately 250 billion personalized content recommendations every month and reaches half-a-billion unique visitors* from across the globe.
Outbrain’s expansion to some of the web’s largest global properties is a reflection of its rapid growth and its successful innovations in supporting a new era of digital publishing. Top-tier premium publishers that currently leverage the Outbrain platform include: CNN, ESPN, Time Inc., Le Monde, Fox News, The Guardian, SPH, The Telegraph, New York Post, Sky News, TF1, Condé Nast, Orange and L’Equipe.
Founded in 2006, the company is headquartered in New York with a presence in a growing number of locations globally, including the U.S., UK, Israel, Singapore, Japan and Australia.
Follow @Outbrain on Twitter: https://twitter.com/Outbrain
About Ceros
Ceros is an interactive content creation platform that empowers marketers and designers to create rich, engaging content, without any coding. The Ceros cloud-based design studio makes it easy to collaborate on stunning, unique digital projects in real time and publish with the click of a button. Distributing your content is as simple as sharing a link or dropping an embed code on your site. On the back end, Ceros analytics delivers viewer interactions on a granular level so you can understand what’s working and what isn’t.
Founded in 2013 by Simon Berg and Dominic Duffy, Ceros has offices in New York and London. We’re backed by Grotech Ventures, Sigma Prime Ventures, Greycroft, and StarVest Partners. Learn more at ceros.com and follow us on Twitter @cerosdotcom.
