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Posts tagged with Native Advertising

stars and stripes

10 US digital marketing statistics we've seen this week

How many video views has Buzzfeed accrued? How many CMOs are on Facebook (and how many priests)? How has the reach of organic posts on Facebook declined?

These are just some of the delights from the US digital marketing statistics we've seen this week.

Enjoy, and make sure you take a look at the Econsultancy Internet Statistics Compendium for more stats.

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The Mindy Project Tinder Profiles

Covert native ad campaigns can catfish consumers

A New York City doctor with a Witherspoon personality, Nicki Minaj body, Sinatra eyes and love of fried donuts might be your perfect match.

She’s 34, single and looking to meet other local singles in the city. She may seem too good to be true, and that’s because she is.

This New York City bachelorette’s main motivation is to prompt you to tune in for the season premiere of her primetime TV show, The Mindy Project, on Fox Primetime.

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Native advertising: who should be creating it?

What exactly is native advertising? Why are brands so keen on it, and does it present a new revenue opportunity for content marketing agencies? 

Media companies and agencies have been producing content-style adverts for brands for years now, both on and offline.

So why then is there such a buzz around native advertising, and what does its surge in popularity mean for content marketing agencies?

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How to scale native advertising

One of the criticisms often levelled at native advertising is that it isn’t scalable.  

While each advertising instance might have significant impact, the bespoke nature of the creative can mean that it’s hard to reach a wide audience.

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NYT logo

10 interesting digital marketing statistics we've seen this week

Another seven days have passed, so it's time again for our weekly stats roundup.

Statistics include real-time marketing, the New York Times, Financial Times, showrooming, mobile commerce, and suspicious bot traffic.

For more digital marketing stats, check out our Internet Statistics Compendium.

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Native for advertisers: five key considerations

Whilst the adoption of native advertising is a significant decision for publishers, advertisers also need to think carefully before adopting a content marketing strategy.  

Done well, it can positively transform a brands reputation but, done badly, it can backfire and destroy credibility.

Before launching a native advertising campaign, brands must consider at least five different questions:

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London Native advertising

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. 

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Content marketing is a revolution, all the way back to (native) advertising

Content marketing costs less than advertising, and more people engage with it.

It sounds like a revolution but actually there are some rather unkind hidden truths in all of this.

Much like the pigs at the end of Animal Farm, with the evil predecessor gone, what’s replaced it looks… very similar indeed.

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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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Native advertising

Native advertising: the business of eroding user trust?

Perhaps someday native advertising will mature into a viable alternative to traditional web advertising but today it creates more problems than answers. 

Here's why...

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The New York Times begins native advertising. Will it work?

The New York Times revealed a brand new website on 8 January 2014, replete with responsive design and native advertising.

As I mentioned in my article from earlier this week, native design: 12 examples of good and bad practice, it seems that with The New York Times adoption of sponsored content, 2014 will bring this marketing trend to larger, more mainstream publishing sites

Dell is the first company to take advantage of The New York Times new advertising model, with a six-figure, three month long deal. The deal also includes display ads as well as sponsored content.

Here’s a look at the current New York Times homepage.

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Publishers need to adopt the native ad strategies of social media

Adjusted for inflation, the US newspaper industry is now generating roughly the same level of print ad revenue as it was in the 1950s.

The main difference is that back then they were on an upwards trajectory which lasted until the year 2000, when US newspapers’ ad revenue reached $60bn.

Since then, the mass adoption of the internet has seen digital advertising increasingly eat into print ad revenue. You’d be forgiven for thinking that advertising on newspapers’ websites would form a significant part of the overall digital ad spend, what with their high-quality content, pre-existing relationships with agencies and brands, and their well-established audience.

Yet only a small fraction of digital ad spend is going to newspaper publishers’ digital sites and despite US newspapers’ print ad sales more than halving to $19.5bn in 2012 since 2000, according to the Newspaper Association of America, their digital ad sales have only reached $3.4bn.

Part of the problem is that ads on newspaper sites just aren’t as effective as those of the world’s best known sites, like Facebook, Google and Twitter.

While many newspapers’ digital sites are still running standard ad formats, or worse, ads which annoy the consumer and intrude on their content browsing experience, many social media sites have instead deployed native formats, which sit within the digital content, and match the look and feel of the site. 

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