Each week, we bring to you the most relevant news stories covering native advertising, programmatic media trading and content marketing from around the web.
"Native advertising is a very effective and powerful way for brands to reach users and scale content. It capitalizes on the convergence of paid and owned media and allows you to inject campaign reach with the inclusion of owned media."
Native Advertising: Here to Stay
The article suggests that Native Advertising will evolve in the future to suit media and consumers, yet the signs are very clear that Native Advertising is here to stay.
“Research shows that native ads with smart content, such as rich media like videos and photos, consistently outperform standard ads across all engagement metrics. Not only are ad engagement rates higher, but video completion rates are nearly twice as high in native ads compared to those in standard rich-media ads.”
Coastal.com CMO: Programmatic Is 'Where Marketing Will Go'
- What’s the past, present and future of programmatic for Coastal.com?
- How do you organize and manage your data?
- How do you hold your programmatic partners accountable?
- What is top of mind right now as a marketer?
WHAT’S THE BUZZ AROUND NATIVE ADVERTISING?
The post gives a well-rounded overview of Native Advertising from the Media Buyers’ perspective and suggests that “As the native environment continues to develop, both brands and publishers must learn how to navigate the nuances of branded content."
@lmoses of @digiday reports on Forbes’ major overhaul to its BrandVoice pages that addresses scaling their native ads.
In a move will make the publisher’s platform more open, Forbes will let brands republish content from elsewhere around the web.
Younger Affluent Audiences Open To Native Ads,Report Finds
Tyler Loechner @MediaPost reports on Martini Media’s recently published report which does a deep dive on the “affluent audience online.” The research was released in conjunction with media research firm Ipsos MediaCT and the study was conducted online by Ipsos in June 2014,
The report singles out the “emerging affluents” as most open to native advertising, with two-thirds reporting that they don’t care whether an article was written by a publisher or an advertising if the content is relevant to them.