Dale Lovell

About Dale Lovell

What native advertising can learn from the World Cup

The World Cup in Brazil has created an online buzz;. Swathes of content have outpoured online and social media activity has been off the scale.

While England, Spain and Italy will be licking their wounds and flying home in disappointment, we take a look at what comparisons can be drawn between native advertising and the sporting event of the year.

Why London is poised to lead the way with native advertising

With native advertising the buzz phrase among marketers for 2014, London is poised to lead the way in innovation in what is one of the most creative digital ad formats to emerge in recent years. 

In November AirBnB co-founder Nathan Blecharczyk claimed that London was ‘stuck in a Silicon Valley Roundabout’ and held back by its failure to produce a ‘billion dollar’ online business. 

Many in London found the comments annoying. Phil Cooper, a digital veteran who launched the UK’s first video ad network and was until last year European MD of Brightroll, was one of them. 

Cooper, who launched his latest digital venture six months ago, London based accommodation platform Kippsy.com, a competitor of AirBnB in the London market, believes that what London does best is innovation; taking an established model, technology or platform and turning it on its head. 

How do you scale native advertising?

Native advertising is set to grow phenomenally in 2014. 

The New York Times among many others has now embraced native ad formats. This has led an even bigger clamour among media analysts to predict big things for native this year. 

J.P. Morgan stated last week in its ‘Nothing But Net’ report that “We believe native ads are quickly becoming the de facto ad format on mobile and increasingly moving into desktop”. 

There is still a lot of confusion among marketers and publishers about what native actually is.  Many people have tried to define it and enlighten us all on what native advertising is. 

Native advertising: what content marketers need to know

Content is arguably the biggest trend to hit online marketing since the advent of social media, video and search. 

Content is everywhere. And with content comes the opportunity for new, exciting, content based advertising models.

Enter native advertising. Find out what all content marketers need to know. 

Content marketing: welcome to the world of Fast-Moving Consumer Content (FMCC)

As more and more businesses, from multi-national brands to one-man-bands, continue to embrace content creation and content marketing as an effective tool to engage and embrace with their customers, we are now living in a world of Fast Moving Consumer Content (FMCC).

Those brands and businesses that understand, and adapt their marketing efforts to accommodate the continuing, insatiable consumer demand for content, the more successful they will become. 

Penguin 2.0: How to become an online authority

The SEO world is abuzz following the release of Penguin 2.0, though there have been several updates to the algorithm since it launched in April 2012.

The release took place on 22 May, 2013 with additional changes and tweaks likely to take place over the summer months. You can watch the video for yourself below, but, as well as investing in quality content, one of the key phrases that was of considerable interest was this from Matt Cutts: 

We are trying to detect when someone is an authority in a specific space and trying to make those authorities rank higher.

So the question that marketers need to ask themselves is ‘How do you create an Authority brand online?’ It’s time online marketers replaced this question over their traditional ‘how do I get to the top of Google?’

Create an authority website, full of interesting content that your target customers want to read and share and you will be rewarded by Google. But not just by Google, but by your customers too.