2 ADVERTISING: NATIVE Will Native - D1ri6y1vinkzt0.cloudfront
2ADVERTISING: nativeinnovation in magazine media 2015-2016Will nativeadvertisingsave or kill yourbrand?VOTE: Does nativecheapen the brand?WATCH: John Oliver’snative rantSEE: The native shiftin one graphicPublishers face a decision fraught with peril orprosperity. Bad native advertising is deadly; greatnative advertising is extremely lucrative. How canyou get it right? Is it worth the risk? How do youprevent readers from feeling hoodwinked? Howdo you build a team to create high-quality nativecontent? You can’t afford to skip this chapter.
innovation in magazine media 2015-2016ADVERTISING: native3NATIVEM PA NLast year, native advertising was a fierce debate.This year, it’s a war.But native advertising’s break-neck growthin 2014 could make this one of the shortestwars on record.Native advertising (also known as sponsoredcontent or brand content) became a full-blownphenomenon in 2014, according to Digiday.Advertisers spent a record US 3.2 billion onnative advertising, up 50 per cent over 2013.That explosive growth, which is expectedto continue this year, may quickly shift thenative advertising debate from “Should we?”to “How soon can we start?”.But the battle is not yet over.Editors, publishers, and ad directors are stillfighting a full-fledged, take-no-prisoners warthat is dividing the publishing industry likeno issue since well, there has never been anissue as divisive as native advertising.
4ADVERTISING: nativeM PA Ninnovation in magazine media 2015-2016Why the unprecedented acrimony?Perhaps it is caused by the historically highstakes: Publishers have never seen a revenuedecline of the magnitude they’ve experiencedover the last five years when entire categoriessimply evaporated.Native attracts significantly higher ratesthan most other forms of digital advertising;The Guardian announced its Unilever “partnership” as a seven-figure deal. With nativeadvertising being touted as one of the mostpromising solutions to the revenue crisis, itbecomes a lightning rod for critics and proponents alike.Perhaps the fierce disagreements are alsoprovoked by native advertising’s perceivedprostitution of a core tenet of traditional journalism: the separation of editorial and advertising, otherwise known as the wall betweenchurch and state.ads over the next 12 months, according to asurvey by Editor & Publisher and softwarecompany Cxense.Among companies using native ads, therevenue growth is also intense. For example,Huffington Post native advertising revenuegrew a stunning 347 per cent from Q2 2013 toQ2 2014, according to AdExchanger.Despite all the sound and fury surroundingnative advertising, the E&P survey also foundgreat confusion: An astounding 40 per cent ofrespondents admitted that they are still nottotally sure they understand the concept ofnative ads.In 2014, many studies claimed to have uncovered data supporting the arguments of eachside with damning statistics making mincemeat of the other side’s arguments.Hoodwinking or helping?“Publishers have talked themselves into believing that ‘native’ is the long-sought replacement for dwindling ad revenue,” global contentmarketing agency Story Worldwide CEO KirkCheyfritz wrote last year.A summer 2014 survey by New York-basedcontent-creation company Contently foundthat two-thirds of Americans said they wouldfeel deceived if they discovered a piece of content had been sponsored by an advertiser.Slightly more than half said they don’t trustany content from an advertiser, no matterwhat. And almost 60 per cent said that a siterunning sponsored content would lose credibility in their eyes.The Contently survey also found that twothirds of respondents were less likely to clickon a sponsored ad and only 24 per cent scrolledthrough sponsored content versus 71 per centof readers who scrolled through editorial content.An earlier 2014 study by real-time analyticscompany Chartbeat was equally troublesomefor native ad proponents.“The truth is that while the emperor thatis native advertising might not be naked, he’salmost certainly only wearing a thong,” wrotereal-time analytics company Chartbeat CEOTony Haile about the study in Time. “On a typical article, two-thirds of people exhibit morethan 15 seconds of engagement, on native adOr, perhaps, the war is so bloody because native ads by definition are made to look likethe editorial content around them, or “native”to their surroundings. Critics see that as anattempt to fool or “hoodwink” readers intothinking the content is part of the magazine’sbody of work created by its own writers. Proponents, of course, see the inclusion of brandedcontent as adding valuable information or services for readers interested in the topic at hand.Or perhaps the fight is intensifying becausethe use of native ads is intensifying. Twentyper cent of publishers already run native adsand 25 per cent more plan to introduce native“I believe that(brands) should notrent their virtueout to the highestbidder; there is aname for that.”Journalist Bob Garfield,speaking at the Assoc. of Data Driven Marketing &Advertising 2014 ConferenceThe opponents: It’s a bad idea that alsodoesn’t work
innovation in magazine media 2015-2016M PA Ncontent that plummets to around one-third What this suggests is that brands are payingfor — and publishers are driving traffic to —content that does not capture the attention ofits visitors or achieve the goals of its creators.Simply put, native advertising has an attentiondeficit disorder.”Publishers who use native advertising aretrying to fool their readers by only subtly labelling native advertising content as advertising, native advertising critic and journalistBob Garfield told attendees at the Associationof Data Driven Marketing and Advertising(ADMA) 2014 conference. “I believe that(brands) should not rent their virtue out tothe highest bidder — there is a name for that.”Garfield is not alone. “We’re concernedabout the audience experience,” Hearst Magazines UK group digital sales director StephenEdwards told The Drum’s “Joy of CX” event inLondon last fall. “And it does undermine thebrand, so we’re undergoing a massive process now, looking at how we create contentfor brands that really rings true to our audience’s expectations and our brand’s heritageand history.”“Can we just stop hyping native advertising?” wrote JWT partner Todd Copilevitz inDigiday. “It’s not new. It’s not the next bigthing. It certainly is not the answer. Nativeadvertising does nothing for the audience.That ultimately comes down to real peoplemaking real stuff, responding to real customers, and investing in experiences that createbrand preference and a propensity to buy.”Pretty damning stuff, right?Well, not entirely.The advocates: When done correctly,it engages readers and enrichespublishersFirst of all, native advertising, done correctly,delivers exactly what Copilevitz wants it to do:“Real people making real stuff, responding toreal customers, and investing in experiencesthat create brand preference and a propensityto buy.”Take Kraft Foods, for example.Kraft is quadrupling its return on investment with content marketing compared withtargeted advertising. “It (native advertising) isan invitation to engage; it’s not intrusive andADVERTISING: native5What IS nativeadvertising?Native advertising is content created by orfor an advertiser that appears in the editorialstream of content, using similar, if not thesame, typography, headlines and style asthe editorial content itself, and focusing ona subject closely related to the topic of theeditorial content it is paired with but graphicallyand typographically labelled as advertisingor sponsored content. The controversyrevolves around who produces that content(the advertiser, the publisher’s native contentdepartment, or the editorial team), howobviously it is labelled as advertising, thequality of the content, and the reputation ofthe brand being advertised.invites the consumer in,” said Kraft directorof data, content and media Julie Fleischer. Shetold Advertising Age that Kraft’s native adsgenerate 1.1 billion ad impressions every year.BuzzFeed uses only native advertising andthe company has projected US 120m in revenue in 2014. “We have already worked withmore than two-thirds of the top 100 brandsacross every vertical,” BuzzFeed executive vicepresident of business operations Eric Harristold the American Press Institute. “I do believethere is some form of native, content-drivenadvertising that will benefit every site outthere.“On mobile — which is now more than 50per cent of our traffic and growing — I thinknative advertising is really the only monetisation strategy that’s working right now,” Harrissaid. “Overall, BuzzFeed brand customers seean average lift of 55 per cent in brand affinityand 88 per cent in purchase intent from ourcustom social content across our Nielsen Online Brand Effect studies.“We work with our clients to create engaging content that communicates the attributesand aspirations that the brand wants to beassociated with,” Harris said. “Less successfulprogrammes are often the result of forced ortoo much branding diluting the human element.”
6ADVERTISING: nativeEven critic Garfield conceded in his largelydamning comments: “Someone like an IBM hasa lot to say about technology.” Indeed. Whichis not to say IBM shouldn’t say it, only thatthey shouldn’t do so in a disguised fashion.We agree. As do most native ad proponents.Native advertising critics also fail to mention that the negative Chartbeat report endedwith a positive conclusion: “The story isn’tall bad,” wrote Chartbeat CEO Haile. “Somesites like Gizmodo and Refinery29 optimisefor attention and have worked hard to ensurethat their native advertising experience isconsistent with what visitors come to theirsite for. They have seen their native advertisingperform as well as their normal content as aresult. The lesson here is not that we shouldgive up on native advertising. Done right, itcan be a powerful way to communicate witha larger audience than will ever visit a brand’shomepage.”Another survey of 5,000 web users by theInteractive Advertising Bureau (IAB) and Edelman Berland later in 2014 found that nearlynine in ten web users accept that native advertising is a necessary part of the future ifconsumers want to continue to get free onlinecontent. Almost two thirds of consumers saidthey are open to native ads that “tell a story”rather than the ads that just sell something.“Successful nativeadvertising: acollaboration[creating] valuefor the brand, thepublisher and, mostimportantly, thereader, by deliveringhigh-quality,relevant, crediblecontent.”Media Vitals editor Rob O’ReganM PA Ninnovation in magazine media 2015-2016According to US-based ad agency MDG Advertising, 70 per cent of internet users wantto learn about new products through contentas opposed to through traditional advertisements.So, who’s right?Both sides sound very convincing.For us, results rule.Big brands are not in the habit of spendingbillions of dollars on ads that do not work.Consider this: Native advertising spendingin the US alone is projected to reach US 5 billion by 2017. That’s more than triple the US 1.4billion spent in 2012. And that’s only in the US.Even as the new kid on the revenue block,native ads nonetheless constituted one-fifth ofall digital display ads in the first half of 2014,according to marketing firm BIA/Kelsey.By the end of 2014, native ad spending wasprojected to hit US 2.29 billion, an increase of21 per cent over 2013, according to eMarketer.By comparison, desktop display advertisingwas projected to rise one per cent in 2014.That growth will continue. Fully 73 percent of buyers surveyed by media companyDigital Media Review and native advertisingtech platform TripleLift in 2014 said they hada native ad strategy, and more than two-thirdsof them planned to increase their native adbuys in 2014.For those who know how to execute nativeadvertising correctly (which we’ll get to in amoment), the returns are stunning.Time Inc reported a 40 per cent growth inprofits from the digital arm of its custom publishing operation in 2013 on 20 per cent higherrevenue, according to The Wall Street Journal.Time Inc’s native clients included such majorbrands as Procter & Gamble, Bank of America,and Jaguar Land Rover.While Meredith was reporting an overallrevenue decline of 2.4 per cent in 2013, thecontent marketing group reported a 35 percent increase in operating profits.Bad ads get bad results. Duh.Here’s our take: It’s easy to prove that something done poorly will fail. That is exactly whatthe studies damning native advertising havedone.And some of what they found is true: Some
innovation in magazine media 2015-2016M PA NADVERTISING: native7about who should create the content for theads.The biggest debate is whether editorial staffshould be involved.Some publishers, such as Time Inc and TheWall Street Journal, have created in-housebrand content teams separate from the editorial department. On the other hand, publisherssuch as Mental Floss, Dennis Interactive, andSay Media, use their editorial staff to workwith advertisers to create native ad content.Only editorial staff can guarantee highquality, brand-consistent contentnative advertising campaigns are terribleand others are insufficiently labelled. Thosewill (and should) fail every test, includingimpressing readers and providing results foradvertisers.It is also very easy to get consumers to sayin a survey that they would object to beinghoodwinked (who wouldn’t?).But why are consumers by the hundreds ofthousands clicking on and staying with thebest native ads? Because, done correctly, nativeadvertising is delivering an experience thatfulfils readers’ expectations.We firmly believe that native advertisingcan substantially help revitalise the magazinemedia industry and usher it into the 21st century — IF its practitioners (publishers, editors,ad directors, brands, and agencies) follow verysimple but also very strict rules.“Successful native advertising comes downto this: a collaboration that creates value forthe brand, the publisher and, most importantly, the reader, by delivering high-quality,relevant, credible content,” wrote MediaVitalseditor Rob O’Regan.Who should create native advertisingcontent?Even among publishers who have decided torun native advertising, there is no agreementPublishers who use editorial employees defendthe practice as the only way to guarantee aquality editorial experience for its readers.“For us, it’s a matter of trust,” Mental Flossco-founder Mangesh Hattikudur told Digiday.“We want to provide content that we can standbehind. I hate when I click on something thatlooks like editorial content but is actually abland, horribly written ad.”At the start-up magazine Debrief, the strategy always called for editors to write native adcontent, but it took some getting used to forthe staff. “It’s not something they teach you injournalism school or that you learn early on inyour career,” editor Hattie Brett told Digiday.“It’s really important for editorial people tobe commercially minded now. I don’t thinkit means you have to sacrifice what’s at theheart of your editorial integrity.“Everything I focus on and think about iswhether this is right for my readers,” Brett continued. “But our audience, certainly, expectscontent for free and are savvy enough to knowthat if they want that content for free, thensomeone’s got to pay for it. [This works] as longas you’re working with like-minded [people]who share your ideals and brand mission, andyou can work them to create content that isactually valuable, rather than irritating.“[Journalists] need to begin to feel a bit morecomfortable with this I’m a controversialeditor for saying that I don’t mind workingon native deals, but my reasoning for that isthat as long as you maintain your editorialintegrity, actually it can be a good thing,” shesaid. “I’d prefer to be involved in [a deal] fromthe beginning to help shape it.”Similarly, Dennis Interactive wants all of
8ADVERTISING: nativeM PA Ninnovation in magazine media 2015-2016The screen grabs above are from one of the most popular,most successful native ad campaigns ever: BuzzFeed’s“Dear Kitten” ads for cat food company Friskies. The fouronline native ad videos (the first launched in June 2014)have been viewed 30 million times as of January 2014.
innovation in magazine media 2015-2016M PA Nthe content on its site to have the same voiceand vision. “A lot of people keep it (native adcontent creation) separate — that’s missing thepoint,” Dennis Interactive managing director Pete Wooton told attendees at the DigidayPublishing Summit/Europe last year. “Thebest people to write compelling content forthe target audience the advertiser is trying tohit are the editors.”Over at Say Media, editors who write nativecontent can also decline to work with advertisers they don’t believe share the Say Mediavision.Editorial staff writing branded content is“a trust parasite”Other editors, publishers and agency peoplelook with unmitigated horror at the practice ofhaving editorial staff write native advertisingcontent.“Call me old school, but I don’t like the idea,”Jeff Dearth, partner at DeSilva Phillips, toldDigiday. “Over time, it erodes a reporter’s ability to report the ‘truth’ when it comes to thecompanies they’re shilling for.”In August, 2014, John Oliver, host of “LastWeek Tonight” on HBO, compared native advertising to raisins in cookies: Native ads are“ads baked into content like chocolate chipsinto a cookie. Except it’s actually like raisinsin a cookie — because who really wants raisinsin their cookie?”Oliver also labelled an advertising executive’s defence of native advertising as simplysharing content creation tools with advertisers“repurposed bovine waste.” Letting advertiserscreate content or having journalists do it is a“trust parasite” for publishers, he later said.Native advertising is here to stayThe credibility of publishers “would seem to bedeeply wounded if something that looks likean article is up for sale,” wrote Harvard-basedNeiman Journalism Lab director Joshua Benton in November. And yet it’s hard to find amajor publishing company that isn’t lookingto native as an important part of their businessstrategy in 2014, Benton wrote. “Like it or not,native advertising is here to stay — no longerreserved for digital natives (Gawker, BuzzFeed,Quartz) and a few traditional outlets with anedgier digital presence (Forbes, The Atlantic),”ADVERTISING: native9“Like it or not, nativeadvertising is hereto stay — no longerreserved for digitalnatives and a fewtraditional outletswith an edgierdigital presence.”Joshua Benton, directorHarvard-based Nieman Journalism Labwrote Benton.“And there hasn’t been much sign of publicresentment, much less a public revolt,” continued Benton. “Thousands of native ads havebeen published to a collective audience yawn.“Whether you like it or not, native advertising is now inside the big news tent. Maybeit’s just a new iteration on the advertorialsnewspapers and magazines have run for decades. Maybe it’s a scurrilous devaluation ofjournalism. Either way, it’s here, and at thehighest levels of the business. What journalistscan do is push for clear labelling, shame thosewho fall short, and hope that the business sidesof their outlets won’t turn their brands into anon-renewable resource,” Benton concluded.What’s the solution?To us, the answer is a combination of bothschools of thought: Make a commitment tohiring writers and editors of the quality thatwould make the editor jealous, but placethem in an autonomous native advertisingcontent creation team outside of the editorialdepartment supervised by an editor the teamrespects.Time Inc, for example, moved a top-level editor, Sports Illustrated group creative directorChris Hercik, out of the editorial departmentto lead an eight-person unit charged withworking with advertisers, brand editors, andpublishers to create native advertising campaigns across the company’s 25 titles.
10ADVERTISING: nativeM PA Ninnovation in magazine media 2015-2016Some of the best native ads, and why they’re the bestBuzzFeedBuzzFeed is the granddaddy ofnative advertising, having beenat it for four years and havingsold more than 1,000 nativead campaigns to more thantwo-thirds of the top 100 brands(among others) across almostevery vertical.BuzzFeed does so well becauseits clients do well with its nativecampaigns, seeing on averagean amazing 88 per cent increasein purchase intent and a 55per cent lift in brand affinity,according to BuzzFeed’s NielsenOnline Brand Effect research.How do they do it? “Wework with our clients tocreate engaging content thatcommunicates the attributesand aspirations that the brandwants to be associated with, andless successful programmesare often the result of forced ortoo much branding diluting thehuman element of the content,”said BuzzFeed’s executive VPEric Harris.BuzzFeed’s native campaignsalso succeed when the clientincludes interactivity becausethat interactivity encouragessocial sharing. For example,BuzzFeed collaborated withbeer-maker Leinenkugel tomarket its “Summer Shandy”beer. The campaign was aninteractive summer eventscalendar that more than half amillion readers shared on socialmedia.BuzzFeed’s native campaignsalso work when they involve agame along the lines of whatBuzzFeed would do anyway. Forexample, BuzzFeed partneredwith “Game of Thrones” to createa native campaign featuring atypical BuzzFeed game: “HowWould You Die on Game ofThrones?”What does BuzzFeed thinkis the next big thing in nativeadvertising? “Video is a huge,mega-trend, and the fact that it’sbeing viewed on mobile at sucha high rate and being shared ata high rate aligns all these thingstogether,” said BuzzFeed CEOJonah Peretti. The company’s“Dear Kitten” came fromBuzzFeed Branded Video andhad more than 20 million viewson YouTube at the end of 2014.In just two years, BuzzFeed hascreated between 1,800 and1,900 short videos that garnered1.7 billion YouTube views. And it’snot like a couple of viral videosaccounted for most of thoseviews. More than a quarter of allBuzzFeed videos have gottenmore than a million views each.UpworthyAnother publisher that appearsto have figured out the native adformula for success is Upworthy.The success of an Upworthynative ad campaign is rooted inthe first step in its creation: Asit-down meeting with Upworthystaff to determine what partof the advertiser’s brand orproducts would work best on theUpworthy site.In a very Upworthy way, Unileversponsored a kids-makinginspiring-changes series aspart of the company’s “ProjectSunlight” effort. Similarly, Skypepromoted a feel-good originalvideo about a technology schoolin Uganda.Because Upworthy uses itseditorial staff to create thebranded content, building thenative advertising in the distinctUpworthy style is not difficult.Native ads get a lot of A/Btesting and the headlines mimicthe Upworthy flavour.The results are impressive byany measure. According to thecompany, Upworthy’s nativeads get almost three times theengagement time as the site’seditorial posts, as well as morethan triple the shares and pageviews. Often, Upworthy’s nativead content beats out the editorialcontent, according to thecompany.Time IncTime Inc’s partnership withLand Rover eschewed a typicalad agency approach of usingclichéd phrases and slickimages to create a memorableexperience related to the LandRover.“We wanted to create articlesthat weren’t about Range Roverat all, [but] that aligned with alifestyle our consumer would beinterested in,” Jaguar Land RoverNorth America digital marketingand social media manager KimKyaw told The Wall Street Journal
innovation in magazine media 2015-2016M PA NADVERTISING: nativeForbesOne of Forbes most successfulnative ad campaigns featuresGap International’s founderand CEO, Pontish Yeramyan,writing about running successfulworld-class businesses. Notonly does Yeramyan write at alevel commensurate with thatof Forbes staffers, but she, likeother Forbes native ad contentpartners and authors, does notmention her own company in hercontent other than in her ownby-line.blog “CMO”.The native ad package, entitled“Seven Ways to Up Your Gamein Tailgating,” gave readershigh-end solutions to tailgatingchallenges such as regattas andFormula 1 races. It worked: Thecampaign scored double thenumber of pages views (80,000)and a 50 per cent increasein time spent (three minutes)compared to Land Rover’s typicalbanner ads, according to Kyaw.MediumMedium teamed up withautomaker BMW to create adigital mini-magazine aboutdesign, that was sponsored byBMW and included native adsabout the auto-maker written byMedium staff writers.Rolling Stone, Us Weekly, andEvolve MediaAll three publications haveinstituted a controversial formof native advertising: campaignsthat let marketers run nativeads in the comments or opinionsections of their publications.Using a “Sponsored Comments”ad format from blog commenthosting service Disqus,advertisers can choose specifictopics and readers. The formathas attracted advertisers thatinclude Ziploc, Maker Studios,and The New York Times.The ad system’s algorithm notonly places the ads, but alsofilters out comments sectionscontaining objectionable content.The ads don’t actually appearnext to the comments butabove them, giving advertiserssomewhat of a safe degree ofseparation. The attraction isthat people who comment arethe most engaged and thus,arguably, the most valuable.The Washington Post has its ownversion of this approach, givingadvertisers the opportunity toplace native ads next to opinionpieces on the paper’s Op-Edpage. The offering is popularwith special interest groups andlobbyists who get the opportunityto state their case right nextto what would otherwise be anunanswered argument by theiropposition.New York TimesOne of the most popularand successful native adcampaigns of 2014 ran inThe New York Times. Entitled“Women Inmates,” it reviewedexperiences of female prisonersin a journalistic style in keepingwith NYT standards while nevermentioning the sponsor (theNetflix original series “Orangeis the New Black”). Instead,the piece was presented withgraphics in the signature orangeand black colours of the popularNetflix series. The native adstory was clearly labelled as anadvertisement and had a URLwith “paidpost.nytimes.com” in it.The campaign did so well that formany days it was in Chartbeat’stop ten most-read stories on theNYT site, with more than 50 percent of the traffic coming fromsocial media, demonstrating thepowerful share-worthy nature ofthe “ad”, a perfect execution ofthe native advertising concept.11
12ADVERTISING: nativeCondé Nast also created a separate operationand utilises former Condé editors and writersas well as Condé freelancers.“We’ve hired people who used to work oneditorial teams across the portfolio to work onour marketing solutions group so they have avery deep, intimate understanding of what thebrand aesthetic and voice sound like so theycan write branded or promotional content thatfeels very synergistic with the editorial stuff,”Condé Nast’s executive director of activation,marketing solutions Elizabeth Line told TheLine.M PA Ninnovation in magazine media 2015-2016What kind of native content works?The content must be extremely relevant to thesubject at hand, and the advertiser brand mustbe a respectable organisation, according to astudy by the Interactive Advertising Bureau(IAB) and market research firm EdelmanBerland.Nine out of ten respondents identified relevancy as the top consideration in getting themto read a native ad, while eight out of ten citedbrand familiarity and trust as well as subjectmatter expertise.The publisher’s own brand reputation also
innovation in magazine media 2015-2016M PA NADVERTISING: native13Source: mdgadvertising.comdrives native ad receptivity among readers,with 33 per cent more willing to read nativeads on the site of a reputable publication.A still impressive six of ten said they’d bemore likely to click on a native ad that offereda story rather than a sales pitch. And half saidthat high-quality sponsored content couldactually increase the reputation of both theadvertiser and the publisher.“When done correctly, native ad contentcan be a boon to publishers. It lets them do abetter job of targeting paid, relevant contentto readers — keeping them engaged and onsites longer,” said Raman Bhatnagar, CEOof Cxense. “Getting to the point of offeringmeaningful native ad content, however,means using an ad server that can serve native ads in the format that matches the site,truly understanding the interests and contextof each user, and then delivering to them thecontent they desire.”Another conundrum: How to best labelnative advertisingAnother hot button in the native advertisingdebate is the labelling of native content. Crit-
M PA NADVERTISING: native14innovation in magazine media 2015-2016Nine companies to help ramp up your native ad servicesThis scaling challenge has prompted entrepreneurs to start companies dedicated solely to scalingnative advertising content creation and distribution. Here are a few:1NATIVO: Automated lookand-feel mimicking: Nativoclaims to be the ultimate“native advertising” scalingservice because it can optimiseads in real time, on any device,and, in contrast to other nativead scaling services, keep areader on the magazine’s site.Among Nativo’s clients areReader’s Digest, Entrepreneur,and Wall St. Cheat Sheet. Thecompany’s goal is to havethe native ads it creates forits clients look like they cameout of the publisher’s contentmanagement system. Nativoclaims readers of its native adsspend an average of a minuteand a half on their content.2SHARETHROUGH: Moreautomated look-and-feelmimicking: Sharethroughhas created a technologythat can take a native ad,break it down in real time, andrebuild it to mimic the lookand feel of a publisher’s page,including images, on desktopand mobile devices alike.Sharethrough ca
But native advertising's break-neck growth in 2014 could make this one of the shortest wars on record. Native advertising (also known as sponsored content or brand content) became a full-blown phenomenon in 2014, according to Digiday. Advertisers spent a record US 3.2 billion on native advertising, up 50 per cent over 2013.
the advertising is placed, the language of the advertising, and the release date identified in the advertising. Advertising that is intended for international audiences may nonetheless be subject to these Rules if, in the opinion of the senior executive of the Advertising Administration, the advertising is being made available to a significant
YouTube video ads that are played for at least :30, or in full if the ad is less than :30 Ipsos/Google Advertising Attention Research 2016 9 Visual Attention is defined as: time looking at advertising as a percent of advertising time TV Advertising Time All YouTube Mobile Advertising Time Paid YouTube Mobile* Advertising Time (Non-skipped)
of digital advertising should grow by an additional 13.5% during 2022. On this basis, digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019 . Excluding China, where digital advertising shares are particularly high, global digital advertising accounts for 58.7% of all advertising in 2021.
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. "What is native advertising?" is a question that the industry has, almost frantically, been looking to answer since the term was first coined. .
Mobile native advertising is a format of advertising that takes advantage of the form and function of the surrounding user experiences, all of which are indigenous to the wide variety of mobile devices. Native advertising is distinct from content marketing. Where content marketing aims
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the TfL advertising estate, one of the most valuable out-of-home advertising networks in the world. It has a particular focus on the . implementation of the TfL Advertising Policy, which sets out criteria for the acceptance of advertising on the estate and covers the types of advertising we run and the complaints received and resolved.
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