Jon Salm says, “Native advertising was much maligned in 2014 as marketers and publishers struggled to effectively walk the fine line between sponsored native content and editorial content. Many native ads were either too obviously promotional, too distantly related to the medium’s core content or perhaps worst of all – not forthcoming about its status as sponsored content. After examining the trajectory and possibility of native solutions, however, it is clear that native will help marketers win big in the new year. I wrote about native advertising for Millward Brown’s 2015 Digital... [...]

Pete Prestipino says, “Native ad technology platform TripleLift announced it has signed an agreement with The Atlantic to be the platform for the brand’s integrative native advertising efforts across its portfolio of sites. TripleLift’s platform will enable The Atlantic’s integrated marketing team to deliver branded advertising messages that match the look and feel of its site without comprising the integrity of the brand’s original visual content. Through the use of proprietary computer vision technology, TripleLift’s system analyzes unique image data to determine how to crop... [...]

Graham Charlton says, “One of the hardest decisions you’ll face as an email marketer is when to remove inactive or unengaged recipients from your communications. As email has matured as a channel, so has the way people interact with it. Although unsubscribe rates are usually low (for example, less than 0.1% per campaign), there can be upwards of 50% of a list who are ‘emotionally unsubscribed’. These are recipients that are actually subscribed, but rarely open or click, which may suggest that email is not an effective communications channel for them”. Email marketing: managing the... [...]

Ornaith Killen says, “According to the Econsultancy / Responsys Marketing Budgets 2014 report, content marketing is the area in which companies are most likely to be increasing investment in the coming year, with 74% of companies indicating that they will spend more on this in the future. These stats were reiterated during the Content Marketing and Native Advertising roundtable hosted at the Econsultancy office this week. The attendees came from a wide range of companies and roles within the industry, and I wanted to share the key takeaways with you, along with some interesting statistics I... [...]

Ana Rosenstein says, “This fall, Mashable will be hosting its second annual Mashies awards to recognize the very best in digital marketing and advertising. As we gear up for the 2014 Mashies, a group of this year’s judges will be participating in a Twitter chat to answer some of the most pressing questions in the field of digital marketing. Ourfirst Twitter chat delved into real-time marketing best practices and the factors that make a digital marketing campaign successful. On Tuesday, we will be hosting our second #Mashies Twitter chat this summer to take an even deeper dive into... [...]

Ben Davis says, “Great native advertising cannot be automated. To think about selling on a CPM basis and defining native advertising as simply a question of format, rather than content, is wrong. The value of a native ad campaign resides in the quality of the content, therefore the engagement with the piece – and that’s more than just a click, it’s time on page and a share count (and potentially an associated action). At the IAB Content Conference, I listened to a number of speakers with interesting angles on native advertising”. Native advertising: The emperor’s... [...]

The latest article on HubSpot blog is titled “How to Build a Successful Native Advertising Campaign”. Maricor Resente says, “A marketer’s job is always changing, whether it’s keeping up with new trends and technology, or simply altering a strategy to grow with your company. Native advertising is the current “it” tactic, and as publishers are deciding the best ways monetize in an increasingly digital world, marketers like myself are figuring out how to take advantage of this great new opportunity. I’ve been experimenting with native advertising programs for some time... [...]

The latest ‘Econsultancy’ blog post is titled “The BuzzFeed way: examples of shareable native advertising”. Ben Davis says, “BuzzFeed is successful in anyone’s book when it comes to creating content their audience wants to consume wherever they are and then share with their friends. I listened to Will Hayward, VP Europe, BuzzFeed, at the Adobe Summit EMEA 2014. He was talking about how traditional display advertising is still inefficient and how new methods of social distribution of native content are worki.ng for BuzzFeed. Here I’ve attempted to sum up some of... [...]

The latest article on ‘Website Magazine’ is titled “Yahoo’s Mobile-First Approach to Native Ads”. Pete Prestipino says, “Yahoo is accelerating its efforts related to mobile and all things advertising with the release of a new, image rich, mobile-first native ad format. The new native advertising format, which Yahoo indicated will “seamlessly” integrate with surrounding content (but will feature a “sponsored” designation) will be available through Yahoo Gemini (its marketplace for dealing exclusively with mobile search and native ads)“. Yahoo’s... [...]

The latest ‘Econsultancy’ blog post is titled “Five uncomfortable truths about native advertising”. Andrew Davies says, “Anyone involved in digital marketing will be acutely aware of native advertising’s meteoric ascendance over the past year or so. According to Hexagram’s 2013 research, 62% of publishers are currently offering native advertising opportunities, followed by 41% of brands and 34% of agencies. Furthermore, 66% of brands say they create their own content for native ads and the most popular forms of native advertising are blog posts, accounting for... [...]