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Publishers and social networks have an increasingly symbiotic relationship.
Publishers seek larger audiences and social networks seek the most engaging content to keep users in-app and provide the most compelling context for advertisements.
Is there a danger in this ever-deepening relationship between social media and publishers?
A lot of attention has been paid to the effects of Google’s latest updates to its search algorithm.
And rightly so, as the latest changes give long overdue improved ranking to sites that have been optimised for mobile.
Earlier this month, prominent online publisher BuzzFeed denied accusations that it had deleted posts critical of its advertisers at the request of those advertisers.
However, an internal BuzzFeed investigation has determined that it did indeed succumb to advertiser pressure on several occasions.
According to Adobe and FairPage, more than 144m people are now using ad blockers to stop advertising in its tracks when they browse the web.
That number doubled in 2013 and continues to rise.
Because of demographics, ad blocking is not surprisingly most common in the video game and technology verticals, but is increasing in other verticals, like business and entertainment, too.
For publishers, being able to run on ad revenue can be a tough pursuit, but quizzes can help. Check out two very different case studies below…
The advent of programmatic native advertising promises to revolutionise content marketing and digital advertising campaigns.
It will allow for the streamlining of operations, an abundance of new data and economies of scale in the native advertising trading process like never before.
Last year, Last Week Tonight host John Oliver of Daily Show fame suggested that native advertising was "repurposed bovine waste."
But despite the fact that millions watched his 11 plus minute rant, spending on native ads continues to skyrocket.
All the major parties are missing the point about the TV debates, it’s digital that will be the key influencer at this year’s General Election.
Once upon a time, the success of an article was judged by how interesting it was to read.
Of course, front page splashes, naked girls and free giveaways had an impact on print sales, but so, too, did regular columnists of quality and serialised work.
Essentially, serving your audience was thought to be important and publications often had agendas that went some way to determining their output.
I think this is still the case with print media, but one can't ignore the fact that print is receding. As it does, news and media online is to some extent being depoliticised as social media allows any publisher to reach an extended audience. Reaching large audiences is important for driving up the cost of advertising inventory.
Don't get me wrong, the sophistication of the internet is a good thing. It's no longer acceptable or, more pertinently, advantageous to massively keyword-stuff your editorial or add the terms 'porn' and 'XXX' to your title tags.
Ad technology, too, is getting better at allowing advertisers to understand revenue associated with campaigns across platforms. But the fact remains that many believe advertising needs to break away from the religion of the impression.
If it continues, it's going to become increasingly difficult to find subcultures. Parody and the parodied will be indistinguishable.
So, what can stop clickbait?
According to the Econsultancy / Responsys Marketing Budgets 2014 report, content marketing is the area in which companies are most likely to be increasing investment in the coming year, with 74% of companies indicating that they will spend more on this in the future.
These stats were reiterated during the Content Marketing and Native Advertising roundtable hosted at the Econsultancy office this week.
The attendees came from a wide range of companies and roles within the industry, and I wanted to share the key takeaways with you, along with some interesting statistics I found during my prior research.
Yesterday a new U2 album appeared magically in my iTunes folder and if you’re one of the 500m other iTunes users, it magically appeared in yours too.
Depending on your iCloud settings, it may even be fully downloaded and ready to play on your desktop and your iPhone. Thanks Apple. Thank you very much.
This article is a more level-headed and reasonable version of one I wrote yesterday for my own music website. Let’s see how a nights’ sleep alters my opinion.
Think of a pair of axes, one showing relevance and the other transparency.
Where would various publishers’ content be plotted on this chart?
Part of the fascination with native advertising comes from the interplay of these two factors.