This week yielded a few data points from an IPSOS + Polar study on the impact of native content, keep them handy for your next pitch deck. I riff on how we need to push creativity in native and we see more publishers doubling down on video. Notable Stories this Week Hyatt pulls back on its branded content partnership with The Atlantic, focused on inclusion, after events of last weekend they… Continue reading
With the recent Google announcement of AdSense native advertising, it is clear that native advertising on the Web is reaching a tipping point. These new formats include in-feed, in-article and matched content. But the idea of being able to provide something creative and thoughtful, in an environment harmonious to the feed or the context of the publication is largely being ignored. Instead. we’re seeing executions that are as bland and uninspired as traditional banner advertising back in the day. Continue reading
Google starts to put pressure on publishers with bad ad experiences ahead of its Google Chrome ad filter. Step in step with their native roll outs. Outtake, ad blocking has only really driven more revenue to the big guys. Even Facebook’s desktop ad revenue stalled, till it started blocking the ad blockers. Related Facebook makes moves to not bill for accidental clicks. My outtake, the fight is on for incremental growth. The opportunity? New places where ads could go. Continue reading
My final week in NZ, it’s a market in the state of rapid catch up, some conversations -> it’s growing rapidly, others are about to flip the switch. Heading back to the northern hemisphere, where it’s been a bit quiet the last week or so. However, I have pulled together a few recent stories, highlighting developments in the Indian market. Notable Stories this Week Refinery moves branded content further down the funnel by retargeting post… Continue reading
OutBrain acquired Zemanta, a native dsp that buys across most native providers, opening up OutBrains data exposure to right across the industry. Smart. Gameloft makes some noise about their native offering, as we see TV consumption continue to evolve emerging advertising channels like in-game are going to become more and more compelling. Notable Stories this Week Massive growth at Google. It appears brand safety concerns didn’t hold back growth on their owned platforms, maintaining growth… Continue reading
I end this week on the far side of the earth here in Wellington, New Zealand. As native players in the US are contemplating dropping the word native (as it’s the new normal) being in NZ, it’s a good reminder many many markets are still adopting it. Also, we’re hiring an Account Exec, if you know anyone send them our way, details here, even retweets appreciated : ) Notable Stories this Week [Following my… Continue reading
I spoke on a Spark Foundry panel yesterday, it was a good reminder that many brands are yet to even get their feet wet in native content. Which segways into the Business Insider story – around how brands are shifting to direct buys than programmatic. Tied to that, the secret of Google & Facebook: self-serve. Not enough native today is self-serve… that must change. Notable Stories this Week Brand safety concerns boost native. NY Times… Continue reading
Google finally opens up native inventory across Adsense. This is big and probably the tipping point of native getting mass adoption. Not that there will be a flood straight away but it’s signal that native is moving through the adoption curve. This is the time when the tide really starts to rise. If I’m wrong, I’ll shout you a drink. Notable Stories this Week Publishers can now add the three new formats to their mobile… Continue reading
Gustaf & I hung out at Cannes last week, so will start this week off with some some topline thoughts from our discussions at Cannes (around native). Index Exchange were kind enough to ask my thoughts on native too. A few people noted, I missed two weeks of This Week in Native! So this is a catch up edition. Look for the bullets from the Time Inc study… Cannes Takeaways Native… Continue reading
I’ve been thinking about context, context matters immensely with native. The wrong context with the right audience can be such a wasted opportunity. The way to understand what context is working best comes down to understanding how well the audience responded. And quite often that is more about post-click, as a headline can get someone to click, but do they read or engage? If they don’t, it’s a wasted click. Read on below to see how PulsePoint are seeking… Continue reading
