Posts Tagged: Sponsored content

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…

Instagram and the native ad movement

indexNative-social ads – ads that are integrated into the social stream, matching both the ad format and function of the user experience – are proving to be hugely effective, and are receiving a remarkable level of engagement from end users. Read more on Instagram and the native ad movement…

Associated Press stirs anger on Twitter with sponsored Tweets announcement

The Associated Press stirs up anger on Twitter over promoted tweetsThe Associated Press last night stirred up a small storm on Twitter as it announced that it will begin to run sponsored Tweets in the timeline of its main @AP Twitter account and signed Samsung as its first sponsor. The story has raised concerns among some journalists as to whether this would damage AP’s credibility as a news organisation. Some have gone as as far to say they were unfollowing AP, that it shouldn’t do it and that it devalues the brand (check out the Storify reaction below).

What these aren’t are official Promoted Tweets from Twitter, but rather promotional messages sent out as Tweets on @AP. Initially it plans to send out two a day this week timed with the 2013 International CES – the consumer electronics show — in Las Vegas. Hardly a huge deal. Read more on Associated Press stirs anger on Twitter with sponsored Tweets announcement…