The New York Times’ Executive Vice President of Advertising, Meredith Levien, revealed that their readers are spending roughly the sameRead More »
“Mobile first” is one of the biggest trends in online marketing, as mobile devices and smartphones become most people’s primary way of accessing the web.
Brands are constantly looking for methods to creatively and seamlessly integrate their messaging into the daily lives of their intended audience. NativeRead More »
MobSoc Media unveiled a network of 35 content sites it has developed to help advertisers target consumers via social media, mobile, and the Web.
MobSoc’s model is to create specific online destinations for interest-based audiences across four publishing verticals: entertainment, lifestyle, technology, and sports. Site editors make use of the company’s proprietary Social Rank technology to identify trending stories on social media, and then aggregate and curate content for posting in their news feeds.
There is an astounding array of native ad types, from Sponsored Content as seen on sites like The Onion toRead More »
In the past few years, native advertising has gone from an emerging concept to a widely repeated buzzword, and today, to a mainstream online marketing practice – yet many advertisers and publishers are still figuring out how to define native advertising. The native advertising category and industry is convoluted at best. Advertisers, marketers, and publishers are still trying to decide the most effective ways to deliver marketing content to audiences via evolving native advertising formats.
There are many different varieties of native ads, from in-stream social media ads on Facebook, promoted accounts on Twitter, Google AdWords, to sponsored articles on Forbes. All of these marketing platforms and publishers are responding to marketers’ demand for more relevancy and engagement with these native ad formats. Marketers are incorporating native advertising as part of their overall marketing strategy because native ads are more effective and contextually relevant, thus better for brands to tell their story.
It’s no secret that brands are looking for new and creative ways to tell their stories. Native advertising is giving brands new options for how to engage with an audience, beyond the placement of an ad. Through native ads, brands can communicate relevant content, tell a story and capture a viewer’s interest by way of content marketing.
One challenge facing native advertising is the fact that ad content should provide as much value to the reader as publisher/editorial content. These in-stream ads, which blend in with the viewer’s online and contextual experience, give brands the possibility to cultivate their stories and introduce helpful, engaging, and informative content that people will readily read and share.
For example, the Washington Post has recently introduced a new sponsored content feature called WP BrandConnect. Clients using this new feature include Audi, Mercedes Benz, and the National Dairy Council.
More companies are adopting a “mobile first” marketing strategy as so many people today are now accessing the web via their smartphones and mobile devices. According to a study from Google and Nielsen, 77% of mobile searches happen at work or home – meaning that even when people are in a location where a computer available to them, more people tend to prefer using their mobile devices even while at home. “Mobile first” is a leading concept in web design, social media interaction, and app development, as it often makes sense to develop a site that works well on mobile platforms instead of building a separate “mobile version” of a website.
With all of these broader trends underway, it makes sense that native advertising will lead the way toward the new world of “mobile first” marketing. Native ads (also known as “in-stream advertising” or “sponsored content” depending on the publisher or format) are marketing messages that appear in native format alongside or within streams of editorial content. In a world where more people are accessing the web via mobile devices, native advertising is becoming the new normal in online marketing – and native advertising reinforces the need for advertisers and publishers to think in terms of “mobile first.”
Since the days of “Mad Men,” the aim of advertisers has always been to create content that anticipates their audience’s immediate needs and interests.
In today’s market, that means native advertising. Brands are looking to position their messages in ways that are less intrusive. They want to more seamlessly integrate themselves in the user experience instead of paying for online banner ads that can be easily ignored. Presenting ads and sponsored content in the “native format” so that the advertising message can be seen within the content stream is crucial.