Disqus Expands Sponsored Comments Test After Initial Trial

DISQUS 2012 Online commenting platform Disqus announced it's been testing a native ad product in the form of Sponsored Comments and will be expanding the test "based on early, promising results." The Sponsored Comments appear at the top of discussion threads for publishers that opt-in to advertising on Disqus."A Sponsored Comment can use all types of media to get their point across, just like any other Disqus comment," wrote David Fleck, head of publisher development at Disqus wrote on the blog. Fleck added that the placement is designed to maintain the integrity of the user experience, "they’re n [...]


Native Mobile Apps May Dominate Now, But The Mobile Web Will Endure

Time spent with apps If you’re lucky enough to be a huge brand marketer with unlimited budgets, what I’m about to say probably doesn’t apply to you. You have the good fortune to focus on providing not only a phenomenal mobile website experience, but a great experience in mobile apps, as well. Not or, but and, as it should be. So, you can feel free to use the contact info below to discuss how to take your campaigns to the next level and stop reading this column. For the other 99% of us, the recent announcement by app analytics provider Flurry that users are still spending more time in apps than the mo [...]


Native Advertising Still Befuddles Marketers: 73 Percent Don’t Know What It Is, Just 9 Percent Budget For It

confused-decisions-maze-600 [caption id="attachment_79413" align="aligncenter" width="600"] Source: Copyblogger[/caption] It turns out native advertising, the buzzword that seems to have publisher and advertiser aflutter these days, is still very much misunderstood among marketers. A whopping 73 percent of say they have no idea or hardly a clue about what native advertising is according to Copyblogger's 2014 State of Native Advertising report. The results are based on a survey of 2,088 respondents, most of whom are Copyblogger readers and thus likely to be marketers. Just 3 percent of those respondents said they ar [...]


Is Native Advertising Legal? Does It Matter?

native 1 I start this article with three controversial statements: Native advertising likely violates Federal Trade Commission (FTC) rules on deceptive advertising Native advertisers and publishers will profit tremendously from these violations and receive little to no punishment or regulation from the FTC This concept, which I call “regulatory arbitrage,” has been proven to be highly profitable, having been proven by many other internet businesses First Things First: What Is Native Advertising? Go to virtually any article, social network or content distribution source online and you’ [...]


In-Image Advertising Primer From IAB Highlights 5 Powerful Case Studies

In-Image Advertising Example [caption id="attachment_77458" align="alignright" width="300"] Source: IAB[/caption] As the web moves to a more visual landscape, it's not surprising that advertisers are becoming more attracted to in-image advertising, and publishers are recognizing the untapped source of revenue their editorial images now hold. As it recently did with native advertising, the IAB has issued a primer on in-image advertising to help establish common terminology, best practices and offer examples of how advertisers and publishers are successfully employing this relatively new form of digital advertising. [...]


Flipboard Buys Zite From CNN For Deeper Personalization

Flipboard Former Flipboard competitor and news aggregator Zite will soon become the algorithm behind a more personalized Flipboard. The latter is reportedly paying roughly $60 million to CNN for Zite. CNN acquired Zite in 2011 for just over $20 million. Zite emerged from the ashes of “discovery Engine Worio.” Worio used search technology to help users discover relevant or personalized content. In a sense it was a precursor to some of the "anticipatory search" and intelligent assistant technology on display today with Google Now and Expect Labs. Zite maintained a stand-alone identity during ro [...]


OpenX Pushes Programmatic Into Mobile Native Inventory With New Ad Exchange

OpenX_Logo_highres OpenX Technologies has launched a private real-time bidding exchange that caters specifically to native ad inventory on mobile devices. The exchange, called Native O|X, is meant to help app developers and mobile publishers buy and sell native ad inventory at scale -- and couples the two hot trends of programmatic and native for the first time. The ad units, injected in-stream among content, link to app stores available on users' devices. The inventory will be available to a pre-approved group of advertisers. “In speaking with OpenX buyers and sellers, it’s becoming clear that a funda [...]


7 Things BuzzFeed Can Teach Brands About How To Be Social

BuzzFeed-Logo Last week saw the official launch of social news behemoth BuzzFeed here in Australia. In typically BuzzFeed style, they celebrated their launch with headlines such as "17 Kangaroos That Can Kick Your Butt" and by giving out bags and badges plastered with equally tongue-in-cheek Aussie catchphrases and clichés. But you don't build a business that now reaches over 150 million people just by publishing bizarre lists, so let's have a look and see what brands can learn from BuzzFeed's success. 1. Forget about the platform, focus on the content. Although platform wars are a real issue, Buzz [...]


Will Chipotle “Series” Usher In Era Of Advertainment?

Chipotle logo If you want comprehensive coverage of yesterday's Super Bowl ads check out our #Hashtag Bowl site. My own view is that most of the ads failed and won't help the brands or their products at all. Indeed, studies indicate that most Super Bowl advertising has little or no impact. In contrast, Mexican QSR chain Chipotle may be ushering in a new era of "strategic entertainment" (not my term) with its Farmed and Dangerous mini-series on Hulu. It premieres on February 17 and reportedly cost about $1 million to produce the four-episode series. Time offers a good synopsis: [Farmed and Dangerous] [...]


Yahoo Aims To Simplify Ad Buys With “Yahoo Advertising,” Brings Tumblr Into The Fold

yahoo-featured Yahoo announced several new advertiser initiatives during CEO Marissa Mayer's keynote at CES in Las Vegas today. The company is putting an umbrella over its disparate ad formats and buying gateways called "Yahoo Advertising." The aim is to give media buyers and advertisers closer to a one-stop-shop for Yahoo ad inventory to make buying Yahoo ads more appealing. The ad platform is backed by Yahoo's user data and analytics tools for audience targeting and performance analysis. Yahoo's favorite ad buzzword these days is "native advertising," and Mayer announced more native advertising opportunit [...]


Marissa Mayer CES Keynote: Yahoo To Power Native Ads For Tumblr, Yahoo Audience Ads & More

In her keynote address at CES in Las Vegas today, Yahoo CEO Marissa Mayer -- with help from various Yahoos -- announced new native ads for Tumblr powered by Yahoo Advertising, a Yahoo Audience Ads system to target ads across Yahoo and partner sites, as well as a new Yahoo Tech site, a Yahoo News Digest app and more. Below, our live blog of the event. We'll also have more detailed articles on some of these announcements to follow. Here are links to Yahoo announcements about them: Introducing the new Yahoo Advertising & Powering Tumblr Sponsored Posts We’re Cooking Up Somethi [...]


FTC: Native Ads “May Be Illegal” In Some Cases

law-legal-concept The FTC this week held a workshop in which the topic of "Native Advertising" was discussed. FTC Chairwoman Edith Ramirez is quoted by Reuters saying, "By presenting ads that resemble editorial content, an advertiser risks implying, deceptively, that the information comes from a non-biased source." The implication is that the FTC is ready to crack down on the rapidly growing format, which is either being used or actively considered by three-fourths of online publishers, including the NY Times. In a way the entire point of Native Ads is to make them closely resemble editorial so consumers [...]


Advertorial Native Ads To Receive Closer FTC Scrutiny

Trojan Horse At one time the mixing of editorial and advertising content was an unthinkable breach of journalistic ethics. Now it's the hottest online advertising trend: Native Ads. Native Ads don't automatically violate US Federal Trade Commission (FTC) rules against "deceptive advertising" provided they're identified as sponsored content. However the question is whether publisher websites are sufficiently calling out Native Ads as advertising. According to the Wall Street Journal, the FTC is hosting a "workshop" on advertorial content this week called "Blurred Lines: Advertising or Content?" to dis [...]


Yahoo Launches Stream Ads App In Yahoo Commerce Central

Yahoo Stream Ads Today, Yahoo added an app for Yahoo Stream Ads, the native placements that appear within the news feeds on Yahoo sties and above users' emails in Yahoo Mail, to the suite of apps available in Yahoo Commerce Central. The Yahoo Stream Ads app offers advertisers a self-serve platform to run the CPC-based ads on all devices. Yahoo Commerce Central came out earlier this month as a relaunch of Lexity, which the company acquired in July (Yahoo continues to use the Lexity domain). The app suite is integrated into Yahoo Stores; however, the apps are also supported on over 30 other platforms inclu [...]


StumbleUpon Quietly Becomes Profitable As Advertisers Flock To Mobile-Friendly Native Ads

stumbleupon-featured Ten years on, the online content discovery and bookmarking service StumbleUpon is hitting its stride in attracting advertisers to its mobile apps. The company has released revenue data for the first time showing it's now profitable and expects revenue to hit $35 to 40 million this year, growing as much as 33 percent from last year. The company shared these stats and more today on Bloomberg, revealing efforts to crack the mobile nut are paying off. StumbleUpon CEO, Mark Bartels says the company expects more than 20 percent of sales this year to come from mobile applications on smartphones an [...]


73% Of Online Publishers Offer Native Advertising, Just 10% Still Sitting On The Sidelines [eMarketer]

Percent of Publishers With Native Advertising Nearly three quarters of U.S. publishers offer online native advertising opportunities on their sites, according to new research released by eMarketer from the Online Publishers Association and Radar Research. Just 10 percent of publishers say they don't have and aren't considering adding native advertising to their sites. In taking the pulse of how publishers define native advertising, the study seems to hit on some consensus. Over 90 percent agree that native advertising is an ad's "integration into the design of the publisher's site." Interestingly (and somewhat bewilderingly), 21% [...]


Native Advertising, WTH?

Native Advertising Buzzfeed The concept of "Native Advertising" is getting a lot of attention these days. In some circles, it's been suggested that it may even "save newspapers." I blame BuzzFeed for doing such a great job of letting the cat out of the bag. As is so often the case, stick around a while and you'll learn that "everything old is new again." I would like to congratulate BuzzFeed on reintroducing us to the second oldest profession: the corruption of authoritative sources. (Yes, there is a correlation with the oldest profession.) I wonder if the scribes of ancient Egypt had PR operatives whispering i [...]


DoubleClick Unveils New Initiatives To Support Social, Native Ads, Video Asset Management

doubleclick-icon Google will be rolling out a number of new features and tools for DoubleClick this year. DoubleClick's Vice President, Display Advertising, Neal Mohan announced several new DoubleClick initiatives and features in a blog post that coincided with the start of the company's annual thinkDoubleClick event. DoubleClick for Advertisers is getting a revamp and a new name. The newly dubbed DoubleClick Campaign Manager will be released globally in the next several months. This is the largest update to DoubleClick's core ad server since the service launched 15 years ago and "completely re-imagines th [...]


Can Yahoo Go Native With Tumblr?

tumblr1 When Yahoo spent $1.1 billion to buy social blogging platform Tumblr, there was a huge amount of discussion around what it meant. Whilst only Marissa Mayer and the Yahoo board can be anywhere near certain why the deal was done, what is clear is that this is part of an interesting experiment to decide what the next stage of Internet advertising will look like. Because whilst Yahoo is also now apparently eyeing up a bid for video platform Hulu, Tumblr seems to be Yahoo's attempt to get to grips with native advertising. As I've said recently, content marketing wasn't invented with the Web ( [...]


Native Video Ads Drive Higher Brand-Lift Metrics When Compared To Pre-Roll Videos

Nielsen, a global information and measurement company, collaborated with Sharethrough, a native advertising company, on a performance study comparing the brand-building effectiveness of native video ads against pre-roll video ad units. The study found native video ads, user-initiated content-based videos contextually integrated into a site's natural experience, to be more effective at driving brand lift metrics than the industry standard pre-roll video ads that auto-play before user-selected video content. To conduct the study, Sharethrough worked with five advertisers, creating native a [...]


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