3 techniques to make Native Advertising more effective
Following the move made by many other online publishers in recent years, the picture-hosting site Imgur recently announced its plan to roll out native ads. The site bootstrapped for most of the past six years and built a loyal community, but — like most publishers — it has the need for a consistent revenue stream.
More publishers are riding the native advertising (definition and example) tide to monetize their platforms. For advertisers, native ads are a natural and effective way to boost engagement. In fact, Yahoo reported that, on average, users give native ads three times more attention than display ads.
But like all innovation, native advertising (definition and example) also follows an S-curve cycle of adoption and maturation. From display to search to video ads, each cycle inevitably brings a unique set of challenges and risks. And as native advertising matures, the issues advertisers and…
What can marketers learn from the success of publishing sensation Buzzfeed?
BuzzFeed is one of the fastest growing media businesses on the planet. In the space of four years they have transformed from a widely derided content aggregator site packed with pet memes and listicles that generated limited income into a profitable social content advertiser with over 300 staff, including a Pulitzer prize winner and a host of former broadsheet desk editors. They have an office in London, a cavernous headquarters on Fifth Avenue, their own video production studios and, perhaps most interestingly, a reporter based in Istanbul tasked with covering the conflict in Syria.
In November 2013 BuzzFeed received 130 million unique visitors (a 350% increase year on year) and 30 posts received more than 1 million views. There were…
A briefing and research on native video advertising effectiveness
Native video advertising is potentially quite controversial. The term refers to advertising that is designed to blend in with the page it is placed on. In other words, it is advertising that is trying to look like it isn’t advertising. Genius? Or just sneaky? Native video advertising is watched by viewers by choice. The power of choice over being ‘forced’ to watch is undeniable. When a viewer chooses to watch an advert the impact on branding is far more positive than when a viewer has no choice.
In this article I am going to share the findings of two recent research studies into the effectiveness of native video advertising. I am going to look at the value of the findings and also raise some questions about the ethics of a native approach.
Sharethrough are a native advertising platform who believe in thoughtfully integrated brand…