The digital advertising landscape is rapidly changing and to keep pace publishers are offering up new ad units and formats that allow advertisers to engage directly with their audiences.
One of the most discussed of these new ad formats has been native video, which was recently defined by the IAB and is one of the many ways publishers are responding to growing advertiser demands.
New ad formats can be confusing, even if you’ve been in the industry for a long time.
One of the largest points of publisher confusion for native video has been around measurement.
Read more on With evolving native video formats changing what metrics should you pay attention to?…
Sharethrough and The Trade Desk have announced a major new programmatic native advertising RTB integration.
Through this new programmatic native partnership, buyers will be able to purchase in-feed ads through The Trade Desk’s Omnichannel RTB platform, accessing massive audiences with in-feed ad placements across hundreds of premium sites and apps through the Sharethrough Exchange (STX).
Read more on Native ads move further into the programmatic era…
Much has been said about the ever-buzzworthy “Millennial.” With their eyes and thumbs glued to their phones, Millennials practically live online, spending nearly 18 hours a day with different types of media, albeit some of it simultaneously. They’re a generation of early adopters, with just enough life experience to influence the direction of trends, while being young and open enough to the ever-changing landscape of technology to not be stuck in their ways — at least not yet.
TL;DR: What’s important to Millennials today will be embraced by everyone tomorrow.
For these reasons and more, brands and advertisers are hungry for Millennial data and eager to understand this elusive, yet essential segment. Read more on Study: the Millennial perspective on native ads…
Over half of all online video views now take place on mobile devices. To capitalise on this, publishers need to implement video monetisation strategies that resonate with their audience or risk falling behind in one of digital advertising’s fastest growing markets.
In 2016, Facebook is expected to sell over £500 million worth of mobile video ads, 100% of which will come from “native video” ad products like in-feed video ads. For anyone who has been in digital advertising for a while, it is jaw-dropping that a sizable amount of that £500 million revenue figure will come from ‘autoplay’ video ads. Instagram, Twitter, and now Pinterest, are all following suit with their own in-feed autoplay video strategies.
Publishers, it’s time to get moving.
The newness of native video, combined with its explosive growth, has left the industry scrambling for some standards. To help bring more clarity and structure to the new video landscape, the IAB recently released a new glossary that defines what exactly native video is for the first time. Read more on The Publisher Opportunity with Native Video and Outstream Ad Products…
An update to the IAB standard for buying and selling native ads at scale was recently released for public comment.
The spec, known as Native 1.1, is an extension of a larger update to the OpenRTB 2.3 protocol, soon to be 2.4, which in 2015 ushered in an era of standardisation for native advertising: programmatic native.
I’m confident in saying the release of the Native 1.1 extension marks a major advancement for the native ad market and is specifically designed to enable broader growth of programmatic native.
Read more on The new IAB standards fuelling programmatic native ads…
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…
It’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…
We 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…
If 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…
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…