Native advertising is new, which makes it prone to controversy. Detractors question the media's objectivity and the potential for misleading consumers -- an issue that has been well discussed elsewhere. But the derision of native advertising has failed to slow its advance for obvious reasons: The advertising world used to be way worse, media companies have to make money somehow, and consumers actually prefer native ads.
“The IAB Tech Lab is taking action to fight ad blocking” is not a statement bound to thrill most internet users. More than 69.8 million Americans will employ an ad blocker in 2016, a number expected to blossom to over 86 million in 2017. As more users resort to ad blocking, publishers are forced to take varied measures to circumvent them. Turns out, the cost of “free” online content is advertising. In light of this, is there a balanced solution? Can we reconcile user expectations with the needs of publications?
As technology infiltrates the ad industry, many major brands are opting to keep much of their marketing in-house… Procter & Gamble, Unilever and Netflix to name a few. Seeking full control of their business, these industry giants are hoarding their media budgets (and their data) to themselves, starving the hands that once fed them. But what, if anything, does this mean for an advertising industry whose death was reported as early as 1994? Can the value of ad agencies really be usurped by their own clients?
What is native outstream video? Some marketers call it “in-text”, “in-line”, or “in-article”, and while there is still disagreement over the terminology, one thing all marketers can agree on is that Native Outstream Video is...
In the age of social media, publishers and media companies still dominate consumers’ attention. On average, consumers spend eight hours a day consuming media, of which only about an hour is spent on social. To understand the rate at which consumers are shifting their attention online, we can simply look at the graph below to see where attention has increased (and declined) in the last ten years:
As marketers we want attention. We try to craft and phrase the perfect headline that will pique a reader’s interest, and then labor over clever copy that engages, entertains and educates. But when it comes to our visual content, a lot of us struggle, become frustrated, and end up going with an image that doesn’t measure up to our copy.
Increasingly mobile lifestyles and new innovations in advertising technology have created a new set of opportunities for marketers in the world of digital advertising.
Now, brands and agencies in search of vast audiences and consumer attention have to consider budget allocations and long-term strategies in a fast changing sphere.
As many of us will be heavily influenced by future marketing and advertising trends, we decided to do a full assessment on media ad spend, including the growth of native and video advertising, to see where media spend is (and should) be going.
Outstream native, often referred to as “in-article” or “in-text”, is a widely traded programmatic video ad format. Despite many challenges, outstream is gaining tremendous momentum within the industry due to the availability of inventory across publishers, networks, and buy-side platforms. And in case you’re new to the format, here’s an overview of where we stand in the Summer and Fall of 2016.