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Wednesday, May 27, 2020

Category Name: Native Advertising

Programmatic native ads: three reason to use

Programmatic native ads provide people with positive user experiences, and they result in better performing ads for publishers and advertisers.Marketing Land contributor Grace Kaye has shared three reasons why marketers should use programmatic native ads.Kaye says, “Doing native ads programmatically means you get many of the benefits of programmatic display: automated media buying, effective targeting and audience insights for further optimization. A 2016 Think With Google report found that when the “Flex Frames” native format was introduced by The New York Times, “click-through... (Read More ...)

‘Study: Native ads beat display for driving visits to physical stores’ – Marketing Land

Barry Levine says, “Native ads are more efficient in driving traffic into physical stores than display ads.That’s the main takeaway from a joint research study announced this week by native ad platform Sharethrough and location analytics provider Placed.Placed utilized its large opt-in panel of cooperating users to track how many of them visited a store following the delivery of a static or video native ad by Sharethrough.Users in the Placed panel agree to be tracked via apps on their mobile device, and Placed connects users’ phones to their desktop devices through its partnerships... (Read More ...)

‘Top 8 Native Advertising Platforms for Advertisers and Publishers’ – Entrepreneur

Cynthia Johnson says, “Native advertising: The refreshing and unobtrusive form of advertising that syncs beautifully with web content and is receiving the attention of many publishers.The traditional advertising system has been dismantled by the heightened interest of the likes of adblockers. Therefore, an increasing number of publishers and advertisers are now using native ads on their websites and blogs to augment their existing ad revenues.The biggest thing that works for native ads is their ability to flow seamlessly within the blog/website content to the extent that it doesn’t really... (Read More ...)

‘Native Advertising – Not the Savior Publishers and Brands Thought’ – CMI

Joe Pulizzi says, “In this first official podcast of 2017, Joe and Robert discuss the ad fraud “Methbot” issue and what it means for programmatic advertising. The boys rip to pieces a 2017 trends post, and then outline why native advertising is not the savior some experts thought it was – for either publishers or brands. Rants and raves include the history of video games and Generation Z. This week’s TOM example: Purina’s Chase the Chuck Wagon.1. Content marketing in the newsMethbot – an ad fraud scheme costs advertisers $3 million per day (11:03): Russian hackers are back... (Read More ...)

‘Here Are Your Native Advertising Options Mapped Out’ – Forrester Blogs

Ryan Skinner says, “Native advertising corresponds to many types of advertising, from paid search and social ads to the sponsored editorial offerings from media companies. Put simply, it’s confusing as hell to understand.Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience. To understand if a particular kind of native advertising is going to be successful, marketers should assess four criteria: Format, reach, context, and identification.The seven core types of native advertising** all function to varying degrees against... (Read More ...)

‘How Does Native Advertising Fit in a Content Marketing Strategy?’ – CMI

Ural Cebeci says, “Building content — no matter the quality — doesn’t necessarily build an audience. As former BuzzFeed Vice President Jonathan Perelman noted,“Content is king, but distribution is queen and she wears the pants. It’s not nearly enough to create a good piece of content.”You need to be thinking beyond owned and earned channels in your content marketing programs. Enter native advertising, one of the hottest trends in marketing today. But where exactly does native advertising fit within the larger context of a content marketing strategy? It’s useful first to consider... (Read More ...)

‘Why the digital advertising ecosystem loves native’ – Marketing Land

James Smith says, “Native ads present publishers and advertisers with an opportunity to create non-intrusive, thematic ads that consider consumers’ experience first, which is key to meeting their high expectations. This is especially true on mobile as smartphones take center stage in day-to-day life.It’s no shock that advertisers spent $7.9 billion on native ads in 2015 — a number that’s expected to soar to $21 billion in 2018. Mobile native ads revenue is also anticipated to grow market share over the next four years to hit 63 percent of mobile display ad revenue, up from 52 percent... (Read More ...)

‘When Native Advertising Works: Qualities of a Good Ad’ – Business.com

Valerie Levin says, “We’ve all been victim to it. You’re perusing a site, reading an interesting article or scrolling your social feed and suddenly a headline or image catches your eye.Without realizing it, you’ve clicked and been sucked into an advertisement.But that was, in fact, the very goal of the company who produced the article and placed it strategically so as to bait your click among the site’s organic content.Even if you felt duped by the ad, you probably weren’t as angry as if a pop-up kept harassing you or a sidebar overtook your online experience.This subtle tactic,... (Read More ...)

‘Just Don’t Call It Native Advertising’ – Forrester

Ryan Skinner says, “In the context of writing a report on the native advertising technology landscape, I was looking at many publishers’ native advertising products when it occurred to me:Nobody uses the same damn name for native ads, no one calls it ‘advertising’, and almost no one calls it ‘native’.Here’s a word cloud of all the names used for native advertising products by 20 leading publishing houses .Not a single name for this product was repeated publisher to publisher.Let me repeat that:Not a single name for this product was repeated publisher... (Read More ...)

‘How Consumers Perceive Native Advertising’ – ‘MarketingProfs’ Blog

Ayaz Nanji says, “Do consumers believe that native advertising pieces on media websites are written by companies—or journalists? Does the presentation of this type of content change how it is perceived?To find out, two researchers, Chris Jay Hoofnagle and Eduard Meleshinsky, showed a simulated blog page containing three articles to 598 consumers. One of the articles was an advertorial for diet pills labeled “Sponsored Report” in a font similar to other elements on the page. Respondents were then asked questions about the blog content.The complete findings were published in... (Read More ...)

‘Native Advertising: Understanding the Basics’ – HubSpot

Christian Mongillo says, “You’ve heard it a million times, native advertising is the next big thing. But what exactly is native advertising, and why is it causing such a stir for brands, agencies, and publishers alike?For publishers in particular, native is a chance to put editorial expertise to work for advertisers and brands. This provides a more trusted and valuable, channel to reach readers as compared to banner or traditional display advertising. In fact, according to our most recent research, 54% of publishers cite sponsored content and native advertising as the revenue streams... (Read More ...)

‘Is native advertising sustainable?’ – ‘Econsultancy’ Blog

Ben Davis says, “There are many articles out there defining what native advertising is and what it should look like.There are native formats (simply in-stream ads, like expanding video), sponsored content (shaped by the publisher), content syndication (related content promoted through platforms such as Outbrain) and advertorials (often written by the advertiser).There are blurred lines between some of these formats but what they have in common is a terribly misleading descriptor. This sort of advertising is anything but native, it is invasive, lurid, and can only survive as such.Native... (Read More ...)