Marketing Soothsayers: It’s Time To Go ‘Native’ With Your Advertising

TheNativeHighway Recently, my company, The 614 Group, joined forces with content advertising leader OneSpot to conduct a study in which we surveyed almost 500 marketers during May and June about their native advertising intentions. Unsurprisingly, we discovered they have a significant interest in the emerging native advertising format, with 67 percent calling it "interesting and valuable," and 22 percent predicting that it is "where all online advertising is headed." Only nine percent labeled it "a fad soon to be forgotten." Powerful stuff. Deeper into the findings that we unearthed, we found even mo [...]


LinkedIn Launches Direct Sponsored Content, Enables Testing With “Dark Posts”

linkedin-featured Today, LinkedIn launched a "dark" version of its Sponsored Updates ad product called Direct Sponsored Content. These new native-style ads don't get published to a company's LinkedIn page, so advertisers can customize and test ad messaging and creatives to targeted audiences. LinkedIn isn't the first social network to enable testing through posts that aren't published to a company or brand page. Facebook has offered "dark posts" for over a year now. Like Facebook's offering, LinkedIn Direct Sponsored Content ads gives companies the ability to target and test messaging without having to s [...]


IAB Study Highlights Brand Awareness And Context For Native Ad Success

Native Ads Mockups From IAB Study As publishers make more in-feed (also known as in-stream or native ads) inventory available, the Interactive Advertising Bureau (IAB) and Edelman Berland conducted a study to look into what tends to make these ad campaigns successful. Many of the findings aren't particularly surprising, but the study reinforces the importance of context that advertisers need to consider when deciding what content to promote and where via native advertising. First, to clarify the types of ads that were analyzed in the study, the IAB says all sponsored content was presented as in-feed units, and did no [...]


Triggit Expands Dynamic Retargeting Beyond Facebook To Native Ads Across The Web

Triggit native ad retargeting on the web launches Facebook retargeting provider, Triggit, is branching out to give advertisers more scale and reach for the dynamic retargeting campaigns that have proven so effective on Facebook. Triggit is partnering with premium publishers to bring dynamic retargeting to news feed-style ad formats across the web. [caption id="attachment_91709" align="aligncenter" width="600"] Example of a Dynamic Native Retargarting Ad Served on Yahoo Tech, Provided by Triggit[/caption] Triggit declined to name specific partners already lined up for the beta, but says it is working with several large publishers as well [...]


VIDEO + SLIDESHOW: Defining The Native Advertising Landscape

advertising_online The term "native advertising" has so rapidly become endemic in digital marketing circles that there’s been little effort (and even less agreement) to understand what it actually is. With brands, agencies, publishers, social media platforms, and technology vendors venturing into new, uncharted territory, clarity and definition are called for. Native advertising promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effe [...]


Native Ad Disclosures Come To The Forefront, Again, In ASA Ruling Against Outbrain

Outbrain changes headline to Promoted Stories We've all seen the "Around The Web" and "You May Also Like" content recommendation lists at the bottom of articles on publisher sites such as CNN, Slate and NBCNews.com. Now a UK-based advertising watchdog has ruled that these lists do not properly disclose that the article suggestions are actually paid ads. The Advertising Standards Authority (ASA), which has no power to actually ban or fine organizations, issued a ruling that found its labeling of the native ad-style content recommendations was not adequate after looking at an example from UK-based publisher The Independent. The ASA sa [...]


The SocialChorus Lesson: Use “Nofollow” In Native Ads, To Avoid Google Penalties

SocialChorus Brand building service SocialChorus has learned a lesson that other native advertising players should also know. Even when you're focused on building awareness through social media, you can't ignore Google and its rules, not if sponsored posts and links in native advertising are involved. The company's platform came under attention this week after an agency working on behalf of Microsoft used it to launch a campaign designed to raise buzz about Microsoft's Internet Explorer browser. Mistake number one was trying to involve TechCrunch founder Michael Arrington with a cold-call pitch that [...]


Microsoft’s Internet Explorer Influencer Campaign Backfires: Another High-Profile Example Of Why Details Matter

Another case of poor marketing campaign execution is making waves this morning, with news that an agency has been soliciting paid posts on behalf of Microsoft's Internet Explorer. TechCrunch founder, Michael Arrington, posted a solicitation from advocate marketing agency, Socialchorus, to: "collaborate on a sponsored post opportunity for Internet Explorer... If you accept our invitation to work on this program, we would like for you to write a blog post by July 10th, in addition to sharing links to the new Internet Explorer across your social channels. Compensation for this post is availabl [...]


Why Native Advertising Matters And What You Should Do About It

Key Benefits of Native Advertising Native advertising is much more than the newest shiny object to appear on the digital landscape. It represents a fundamental turning point in the evolution of digital advertising, mirroring similar historical shifts in the maturation of print and television advertising. Smart marketers, publishers, and agencies are moving aggressively to adjust their core strategies to reflect this, experimenting with and learning from new tactics. This article applies the IAB's aspiration to define native advertising -- a paid ad that is so cohesive with the page content, assimilated into the design, an [...]


OpenX Releases SDK For Mobile Video Advertising In iOS And Android Apps

OpenX Mobile Video Ad SDK OpenX Technologies released a software development kit (SDK) today to help developers monetize their apps with mobile video advertising. “As mobile usage growth continues to soar, publishers are seeking more sophisticated ad formats beyond the simple mobile banner, which has become less effective,” said Martin Price, head of mobile products, OpenX in a statement. “Video has shown tremendous potential as a meaningful advertising medium, especially on mobile devices." The SDK is available for both iOS and Android developers and supports new video ad formats including pre-roll, mid-ro [...]


How To Use Social Media & Blogs For Powerful Call-To-Action Marketing

13904990945_dab5db5539_b Blogs, Facebook, Instagram, Twitter, Pinterest -- more and more, these are the places where people are talking about goods and services. Technorati’s 2013 Digital Influence Report confirms the growing trend of consumers turning to blogs and social media when looking to make a purchase, thanks to the trust and clout carried by online influencers. No one would argue against the power of blogs or social media to create awareness, but what about action? Are all those impressions really worth anything if the audience isn't following through? What about brands that are looking to trigger spec [...]


Bye, Bye Banner: Emerging Display Formats & What Marketers Need To Know

iab-ad-formats-600 A renaissance in digital display advertising is underway which will finally put an end to the tyranny of the banner. Smart publishers, brand marketers and agencies will participate in creating the new digital advertising order by adopting and experimenting with new mobile, native, digital video and, yes, browser banner formats like the IAB Rising Stars. (Disclosure: IAB is my employer.) A digital ad ghetto, consisting of the right rail and leaderboard, became embedded in the digital advertising world early and has stubbornly held on despite advances in device forms and capabilities, band [...]


Pinterest’s Promoted Pins Move Into Paid Test Phase

Pinterest Promoted Pin Example Whether Pinterest could make a go of its Promoted Pins, the platform's first ad product that debuted last fall, seemed to be a question of when not if. When has arrived. Today, Pinterest announced today that, while still in testing phase, brands are now paying for Promoted Pins. The dozen or so brands included in the paid test include ABC Family, Banana Republic, Expedia.com, Kraft, Old Navy and Target. "These brands will help us test Promoted Pins to make sure they’re tasteful, transparent, relevant and improved based on Pinner feedback— so that Pinterest continues to be a great e [...]


Yahoo Adds Mobile-First Image Rich Ads To Native Lineup

Yahoo_Logo Yahoo today announced the availability of new image-driven native ads across Yahoo properties including weather, mail, sports and finance. The ads feature larger images and are now included in Yahoo Gemini, the ad marketplace for Yahoo's mobile and native ad formats that the company launched in February. With nearly half of Yahoo's traffic now coming from mobile devices, the company says the ads were designed specifically for mobile, but will also appear on desktops. When users tap on the ad, it will either transition to a full-screen visual (as shown in the Netflix example above) or take t [...]


Report: Mobile Video Ad Consumption Rises, Native Ads Yielding Higher Engagement Rates

Celtra mobile ads Celtra issued its Mobile Display Ads Performance Report covering the first quarter of 2014 today. The report shows ad performance rates leveled off for the first time since Celtra began reporting on it in 2012. However, areas of growth include video ad consumption, and native ads performed quite strongly. Native ad formats accounted for just 1 percent of the total impressions, yet engagement and click through rates on native ads outperformed both standard formats and IAB Rising Stars ads. Native ads saw engagement rates hit 14 percent, well above 9.8 percent and 3.4 percent for standard and [...]


Buzzfeed Gets Serious About Branded Videos At NewFronts

newfronts buzzfeed sponsored videos Buzzfeed's first NewFront presentation in New York was an intimate affair -- no flashy strobe lights, fog machines or live bands -- just Buzzfeed videos on the big screen and founder and CEO Jonah Peretti and Ze Frank, EVP of Video, discussing the history of content sharing and their vision for the social TV studio of the future. Jonathan Perelman BuzzFeed, GM of Video and VP Agency Strategy, discussed why Buzzfeed's foundation and understanding about what makes content get shared is good for brands. Perelman will soon be heading to LA to manage Buzzfeed's fledgling branded video opera [...]


Programmatic & Native: How Content & Data-Driven Marketing Can Co-Exist

nytimes-scoop-citi-bike Advertising is always most effective when it is well integrated into the customer experience. Over this past year, programmatic buying and native advertising (both popular buzzwords in our industry) have taken two very different approaches in enabling marketers to create engaging and relevant experiences for their audiences -- one by using data, and the other by masquerading as content. However, regardless of the channel or advertising strategy, the overall brand goal generally remains the same: to reach audiences, evoke brand experiences and, essentially, sell more products. The better the [...]


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 [...]


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