Posts By: Chris Quigley

With GoPro, a media company takes shape

WEB_GoPro_cameraGoPro is much more than a consumer electronics manufacturer. They’re really in the business of content enablement. So claimed Zander Lurie, the company’s Senior Vice President of Media, speaking at NATIVE 2015, the premier native advertising conference presented by Sharethrough.

“We sell products — cameras, mounts, accessories, etc — but the ethos, and the culture of the company is built on content enablement,” Lurie said during a one-on-one conversation with Sharethrough president Patrick Keane.

Lurie’s statement will come as no surprise to those familiar with GoPro, a company whose rise from surfer’s pipedream to tech behemoth is as awe-inspiring as any of the feats captured by its signature cameras. Read more on With GoPro, a media company takes shape…

Five science-backed tips to creating better native ads

WEB_mobile_phone_thumbs_upCongratulations! People are paying attention to your native ads. Nielsen Neuro Labs and Sharethrough recently discovered that native ads receive two times more visual focus than banners, even when those banners are placed in the feed of a publication. This follows 2014 announcements from Upworthy and The New York Times that their sponsored content is as popular as their editorial.

Now that we know the ads are being read, the challenge is making those impressions matter. That may seem a tall order for the headline and a thumbnail. Read more on Five science-backed tips to creating better native ads…

How LinkedIn supports the professional journey, and profits from it

LinkedInLogoNewIf you talk to anyone about social networks, you’ll hear different things about what each one is meant for.

In an onstage interview with Sharethrough’s co-founder and chief executive Dan Greenberg at NATIVE 2015, LinkedIn’s vice-president of global marketing solutions Alison Engel made it clear what she wants LinkedIn to be known for. “LinkedIn is about the journey,” Engel said on stage.

Sure, people update their LinkedIn profiles as their careers change, but Engel explained that the center of gravity is about professionals who are aspirational about their careers. Even for those not actively searching for a new career move, they are looking to acquire new skills, tips and information to add to the journey. How can LinkedIn assist in that journey? Read more on How LinkedIn supports the professional journey, and profits from it…

The internet killed the newspaper business

newspapercollageHere’s the stark reality for newspapers in 2015: most of them have not successfully made the transition from print to digital.

The growth of digital advertising doesn’t come close to the steep and continual decline of print ad budgets. Since 2003, spend on print ads has fallen from £30bn to a little more than £11bn. Yet, at 82% of newspaper ad revenue, print is still top dog.

The stark reality for the news itself is a much prettier picture: it’s easier than ever for people to read high-quality journalism. Read more on The internet killed the newspaper business…

The 1,072 words that will change how you write headlines forever

ContextWordsGhostCreating a great headline can feel like a science experiment. Whether you’re in advertising, marketing, PR, or journalism, all forms of digital communication revolve around crafting words for a desired effect.

If you’re like me, you often makee unsubstantiated guesses about the best combination of words or ideal headline style. Do I write for the curiosity gap? Is this a how-to post or listicle? Should I put a number in the headline? Or is this an SEO-play, and I’m writing for Google?

From search to social to editorial and even print, each channel is different. That’s why it’s important for content creators, marketers and brand advertisers to know the right tricks for the right channels. Read more on The 1,072 words that will change how you write headlines forever…

The week in native: Instant articles are instant awesomeness

We’re waiting for the programmatic native tipping point, Facebook’s Instant Articles brings newfound speed and design to publishing, two-pence video views on Snapchat…oh, and you might have heard: Verizon bought AOL.

Read more on The week in native: Instant articles are instant awesomeness…

Tips on building a publisher’s perfect native revenue model

unnamedAt the IAB’s recent Navigating Native workshop, the topic of how publishers can build out their native revenue stack was put under the spotlight, as the search for new media business models is more complicated than ever, with many publishers struggling to monetise.

For some, native advertising has become a top strategy, with £509m being spent on native in 2014 (a fifth of all display spend according to the IAB). However, a key question for publishers looking to incorporate native is how to make it work. Navigating the tension between maximising both yield and quality, in particular, is proving difficult.

The new trend is to build out a native advertising revenue stack. Here are the three elements most commonly seen in a publisher’s native stack. Read more on Tips on building a publisher’s perfect native revenue model…

Here’s what Facebook Instant Articles will mean for brands and publishers

WEB_Facebook_Instant_ArticlesFacebook has begun allowing select news organisations to publish stories directly onto its platform through the new Instant Articles programme, and as best as anyone can tell, the online media industry has yet to spontaneously combust.

While some in the media industry have expressed grave concern that it will ultimately put journalism organisations at the mercy of an all-powerful social media network, the longterm effects of Instant Articles will likely be less earth-shattering. Read more on Here’s what Facebook Instant Articles will mean for brands and publishers…

The week in native: Social media wants to own the news

Google's New Card-Based Ads On MobileEvery week, we feature four articles about native advertising, one piece of brand content and an interesting industry stat.

This week in native…

Google’s text ads get a massive makeover on mobile, Facebook makes it easier for publishers on the Audience Network to go native, who will own the news, and don’t miss the latest startup – Pied Piper. Read more on The week in native: Social media wants to own the news…

The single biggest challenge mobile advertising is facing right now

WEB_mobile_phone_thumbs_upBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn (£29.2bn) in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement.

What tools and resources do advertisers and agencies have to report and analyse the 99% of unclicked impressions? These ad impressions have value, but there are only flawed and debatable tools for measurement. Read more on The single biggest challenge mobile advertising is facing right now…