Posts By: Chris Quigley

10 predictions for native advertising in 2016

At the end of 2014, we predicted brands would go mobile-first on content creation, content cards would become the de facto design unit, programmatic native distribution would take shape and the headline would become the new tagline.


For 2016, we’re looking at how hot-button publishing and advertising trends from 2015 will take shape in the year to come: from distributed publishing to ad blocking, native video and attention metrics.

Read more on 10 predictions for native advertising in 2016…

How native is the recipe for success for CPG brands like Nestle and Kraft

Recipes on mobileIt’s that time of year again: the holidays are upon us, which means one thing to brands: one final push to meet those lofty end-of-year sales goals.

Sure, your brand’s holiday ad budget may already be allocated, but there’s still time to influence consumers during this peak period.

Brands need new ways to break through the noise, especially this time of year. With banners not performing like they used to, promoting content on editorial sites and apps puts your brand front and centre at the point of decide for consumers.

By using incremental funding or reallocating marketing funds toward native ads, this can be your brand’s opportunity to drive incremental sales this holiday season. Read more on How native is the recipe for success for CPG brands like Nestle and Kraft…

The ethics of attention and the inevitable future of digital advertising

GoldfishWe are living in an attention economy, as attention has become one of our most valuable yet fragile resources.

In the last 15 years, the human attention span dropped a third to about 8 seconds (now a second shorter than a goldfish!). In a lot of ways, this is a response to the increase in stimuli we are bombarded by on a daily basis, from email and social media to smartphone notifications and of course: ads.

As marketers we are spending more and more on platforms that command consumers’ time (i.e. social and mobile), but if our industry is to sustain itself we have a responsibility to think of the ethics of how we generate attention for our brands. Read more on The ethics of attention and the inevitable future of digital advertising…

Non-profit publishing and its new secret weapon

WEB_Meaningful_Content_FundIf there’s one industry that you wouldn’t expect to see at the bleeding edge of digital publishing, it would be the non-profit sector. Turns out, this is far from the case.

In the last few years we’ve seen a trend of nonprofit, volunteer and charity organisations producing gorgeous content online that has scaled to full-fledged publications like NRDC’s onEarth and WWF’s World Wildlife Magazine, which is also a print magazine.

Like all good content marketing, the large non-profits’ content strategies are focusing on what the consumer wants to share rather than what he or she should share. This is a win-win for an industry not known for lavish marketing budgets, since content marketing tends to be a cost-effective tactic for gaining trust and building relationships. Read more on Non-profit publishing and its new secret weapon…

Inside the walled gardens: How Time Inc. is distributing content on other people’s properties

(Facebook/Time Inc)

(Facebook/Time Inc)

If Time Inc. and the rest of publishing’s “Old Guard” are going to stay relevant to modern audiences, they need to branch out, even if that means distributing content outside of their own ecosystems.

Few people understand this better than Chris Hercik, vice-president of the Time Inc. Native Studio. In a recent onstage interview at NATIVE 2015, Hercik talked with Buzzfeed’s Alex Kantrowitz about the importance of embracing offsite distribution models, such as Facebook’s Instant Articles.

“With some of the new technology that’s coming [out], we have the ability to reach younger audiences, we have the ability to reach more mobile audiences,” Hercik said. “We realise that we have to start distributing outside our own ecosystem.” Read more on Inside the walled gardens: How Time Inc. is distributing content on other people’s properties…

Mobile advertising has a measurement problem

Tape measure by Randen PedersonBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn 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.

Impressions shouldn’t be wasted

Unclicked ads should not be universally discounted as wasted impressions. A recent mobile advertising neuroscience study from Sharethrough and Nielsen showed how impressions can influence brand perception. Analytics platforms, from Moat to IAS, have focused heavily on viewability by making certain that ads are viewable. Contrary to the IAB standard for viewability, which is “a minimum of 50% of pixels in view for a minimum of one second,” WPP agency GroupM and Unilever announced earlier this year that they would only count video impressions when 100% of the ad player is in view. Read more on Mobile advertising has a measurement problem…

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…