September 22, 2014
Each week, we bring to you the most relevant news stories covering native advertising from around the web.
- Executive editor at Digiday Brian Braiker @slarkpop summarizes the Wall Street Journal’s guide to “making native ads native”. Given by Trevor Fellows at the Digiday Publishing Summit5 Key Take-aways:
- Get aligned: establish metrics of success, engage all parties
- Act Quickly: work with the news cycle
- Make it interesting: Funny, useful or provocative work
- Amplify: Get it in front of people
- Measure, measure, measure
- Adrian Michaels @adrianmichaels of @FirstWordLondon says we have to get over the idea that corporate-paid editorial is by definition bad and dangerous.In an article entitled “In-Defense of Content Marketing” directed as a response to the FT’s September 19th “Invasion of corporate news” article.
- Marketing Week’s @larakiara reports on the UK Media’s creation of native advertising division a move that “[opens] up a new way for brands to connect to its print and digital audiences across The Times, Sunday Times and The Sun“News UK indicates that it has research that proves its audiences pay more attention to advertising as a result of their engagement with its content.
The Drum’s @Jessdaviesmk also covers the story and the assignment of Sunday Times editor Tiffanie Darke to head the unit.
- Varick Media Management on Monday announced its foray into the “programmatic native” space with three major partnerships.@mp_tyler of @MediaPost reports of Varick Media entering the programmatic native advertising space with it’s partnership with 3 major native advertising platforms, including StackAdapt.
Jim Caruso, VP of product strategy at Varick, told Real-Time Dailythat these partnerships have been in the works for about six months, and that the relatively quick turnaround is because the company wanted to “get this in front of people as fast as possible.”