Posts tagged with Native Ad Formats

buzzfeed articles

Should the phrase 'native advertising' be retired?

Native advertising can cause a bit of a headache. The IAB is yet to offer a definition of the phrase, which is being used in a rather flexible manner by many ad networks.

The Guardian and BuzzFeed are two prominent examples of publishers that refer to 'sponsored' or 'promoted' content. This seems a lot less ambiguous and may clear up some of the confusion for those trying to make sense of the topic.

Whilst I think this type of advertising is here to stay (when done properly), I'm not sure that native advertising is the best term for it. In fact, I think it would benefit from being split into three terms that make greater sense of the issue.

Here's why...

For an overview of native advertising see the Econsultancy report, Native Advertising: What it means for brands and publishers.

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emperor

Native advertising: The emperor's new clothes?

Great native advertising cannot be automated.

To think about selling on a CPM basis and defining native advertising as simply a question of format, rather than content, is wrong.

The value of a native ad campaign resides in the quality of the content, therefore the engagement with the piece - and that's more than just a click, it's time on page and a share count (and potentially an associated action).

At the IAB Content Conference, I listened to a number of speakers with interesting angles on native advertising.

Here I'll share Nick Bradley's (Northern & Shell) healthily sceptical view of native, including (more positively) some examples of native advertising done well.

For a full intro to native advertising see the new Econsultancy report, Native Advertising: What it means for brands and publishers.

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Narrative

Why native advertising needs to embrace the narrative

Native advertisements should tell compelling narratives that are tailor-made to contextualize the brand for a particular audience in a way that makes the brand personally relevant to that audience.

When discussing (editorially) native advertising we focus too much on how integrative it is instead of how relevant it is.

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Scaling Native Advertising - 2014

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. 

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