As the banner ad loses its luster, online publishers from BuzzFeed to Quartz are turning to units that capture the look and feel of the host site's content. The purists say that truly native advertising can't be scaled without losing its bespoke (read: expensive) feel. No wonder, then, that a number of companies have claimed to be able to scale the creation or distribution of native ads. There are trade-offs, though. The more automated the process, the less the advertiser can control where his ad shows up, whether it's viewable, if it fits in with the site—that is, assuming it even shows up at all. Here's how six companies claim to solve this seeming contradiction. Sharethrough Started as a way to distribute video through social media, Sharethrough has moved into native advertising with technology that breaks down an ad to make it fit the look and feel of the page. To further customize the ad, Sharethrough churns out multiple versions of the creative and has the ability to update the headlines and images in real time. A mobile product was introduced this year. Sharethrough scales ads by distributing them through the “thousands” of sites in its network, including Forbes and USA Today Sports Media, and while marketers can block sites they don’t want to appear on, they can’t guarantee their ads will appear on specific ones. Advertisers also can’t retarget visitors who click on an ad. There’s a downside for the publisher as well: Clicking on a link takes the visitor away... Continue reading at 'AdWeek'
[ AdWeek | 2013-12-10 00:00:00 UTC ]
Calling rights agents, directors, scouts: With the rise of digital rights platforms, what happens to the person-to-person nature of publishing rights transactions? We'd like to hear from you. The post Rights Platforms: Can Digital Match the Human Touch? appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-02-17 00:00:00 UTC ]
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The best things on the Internet this week, curated by Fast Company employees. Erica BoekePhoto: Celine Grouard for Fast Company Name: Erica Boeke Role at Fast Company: Associate publisher, Global Marketing. Among other things, I get to work with our partners on the fun stuff—like the Fast... Continue reading at Fast Company
[ Fast Company | 2015-07-31 00:00:00 UTC ]
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Nikao Yang is the senior vice president of global marketing at Opera Mediaworks and senior vice president of business development and marketing. “Scrolling the feed” is the new flicking through TV channels with a remote. It’s the alternative to flipping the pages in a magazine. It’s even... Continue reading at Digiday
[ Digiday | 2015-04-02 00:00:00 UTC ]
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Daphne Durham, publisher of adult trade and children's at Amazon Publishing, will be leaving the company on January 16, and will be succeeded by Mikyla Bruder, current head of global marketing. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-12-09 00:00:00 UTC ]
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As the banner ad loses its luster, online publishers from BuzzFeed to Quartz are turning to units that capture the look and feel of the host site's content. The purists say that truly native advertising can't be scaled without losing its bespoke (read: expensive) feel. No wonder, then, that a... Continue reading at AdWeek
[ AdWeek | 2013-12-10 00:00:00 UTC ]
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If an advertiser wants to jump on this whole "brands as publishers" trend, they would seem to have two choices. They can hire editors and writers and start producing lots of their own content, like GE. Or they can have junior staffers or interns spend half the day trolling the Web to find... Continue reading at AdWeek
[ AdWeek | 2012-11-21 00:00:00 UTC ]
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