Posts By: Chris Quigley

The future of native programmatic explained in five points

(Sharethrough.com)

(Sharethrough.com)

Two weeks ago, the Hospital Club was the venue for Sharethrough’s Programmatic Native Breakfast, with brands, agency trading desks, demand-side platforms (DSPs) and publishers all interested to learn about the future of programmatic native.

Here’s a quick overview of the top five discussion points: Read more on The future of native programmatic explained in five points…

Infographic: the science behind native advertising

WEB_Chris_Quigley_native_advertisingYou know all about banner blindness. But did you know the same concept exists when the banner is front and centre, smack in the middle of a content news feed?

Brand new research brings new light to the effects of mobile native ads Banner ads and banner ads on the human brain. Using neuroscience and eyetracking, native advertising company Sharethrough and Nielsen Neuro have discovered a number of different points. Read more on Infographic: the science behind native advertising…

Infographic: Learn how OpenRTB 2.3 will standardise native advertising

ProgrammaticAn automated standard for native advertising has yet to arrive, but pretty soon the worlds of native ads and real-time-bidding (RTB) will merge with the upcoming release of a standard called OpenRTB 2.3.

The Sharethrough team have been leading the development of the OpenRTB 2.3 standard and have created this beginners guide infographic to help give this standard some context. Read more on Infographic: Learn how OpenRTB 2.3 will standardise native advertising…

Coming soon: A programmatic native standard that will change the industry

BuzzFeed nativeThe Internet Advertising Bureau released its first native ad guidelines yesterday, but that’s just the tip of the iceberg.

In late 2013, Facebook kicked off the merger of native advertising and real-time bidding with the introduction of FBX and its exchange ads. To accommodate the social giant, major demand-side platforms (DSP) backed FBX by adding support for creative metadata, such as headlines, thumbnails and the like.

Seeing the success of FBX, web publishers and ad tech companies began hypothesising about how they could bring the same native real-time bidding (RTB) capabilities to sites and applications outside of Facebook.

Those murmurs have become louder over the past two years. Now we are at a point where the worlds of native ads and RTB will merge with the upcoming release of a new standard called OpenRTB 2.3. Read more on Coming soon: A programmatic native standard that will change the industry…

The future of native is in the cards

Native cardsLet me start with a prediction: native advertising will transform in 2015 thanks to an emerging design trend known as cards.

Cards, a powerful design metaphor that collapses essential information into rectangular content containers, will be a game changer for an industry that relies on non-interruptive ways to drive user engagement through ads. Read more on The future of native is in the cards…

Read more on The future of native is in the cards…

4 native advertising predictions

nativeFollowing the hype of native advertising in 2014, here are some insights into what to expect from native in 2015 as the industry matures. Read more on 4 native advertising predictions…

Read more on 4 native advertising predictions…

Movie marketing re-imagined in the mobile age

film reel by Marta Wlusek:FlickrAlong with the trailer, the poster continues to be a core staple of movie marketing. Over the years there’s been a whole host of innovations as media formats have evolved, with the likes of augmented reality and interactive apps all promising to help provide deeper engagement with the cinema-goer, but the poster still keeps on going apace.

Analysing the science behind the success of movie poster advertising, there seem to be four main ingredients: Read more on Movie marketing re-imagined in the mobile age…

Mexican wrestler proves pre-roll ads have (almost) zero effect

Mexican wrestlerYou probably never believed that Mexican wrestlers could be useful in proving advertising effectiveness, but it is, alas, true…

Nielsen has released a report (using a video involving a Mexican wrestler from American brand Jarritos) showing that if you click on a video because you thought it looked interesting, then there’s a high probability that you’ll think positively about the brand that made the clip. But if the ad simply showed up as a 15- or 30-second pre-roll ad before a video you were waiting to watch — that is, you didn’t have any choice but to see it — the ad was only marginally more effective than if you’d watched no ad at all.

Read more on Mexican wrestler proves pre-roll ads have (almost) zero effect…

The rise of the feed (why native is here to stay)

Social media and the prevalence of smart phones has led to the explosion of content creation. Mobile content consumption has subsequently rocketed over the last 12 months, with mobile traffic growing seven times quicker than desktop growth, up to 30.2 million uniques in 2014 [Ofcom August 2014].

The types of content have also evolved into different formats, supported by an ever-growing number of platforms; for example, short form video with Vine; long form video with YouTube and Vimeo; short form text with Twitter and long form text with medium.

Read more on The rise of the feed (why native is here to stay)…

Infographic: The rise of the feed

With mobile traffic growing seven times quicker than desktop growth, up to 30.2 million uniques in 2014 (according to Ofcom), the role of the *feed* has become core to people’s everyday content consumption.

Sharethrough has put together an infographic to give context to the *rise of the feed*, digging into the history of the feed from Digg’s front page format in 2004, through Twitter and Facebook’s focus on the feed from 2006 onwards, punctuated throughout by the adoption of the smartphone.

Read more on Infographic: The rise of the feed…