If you visit Playboy.com between now and St. Patrick's Day (March 17), you'll see ads for Tullamore D.E.W., the blended Irish whiskey. Then, if you jump onto Instagram, you'll be retargeted with a 30-second video commercial from the same marketer. Such retargeting isn't at all new, but how it's being orchestrated seems to be. When Playboy's sales reps inked Tullamore D.E.W. for the brand's second straight St. Patty's Day campaign on the lifestyle magazine's properties, they included an Instagram extension for the first time. After the deal was in place, they bought Instagram inventory for the whiskey's video that's appearing under the Playboy banner. (See image to the right.) So, the ads are simultaneously for the publisher and marketer client, though the promos clearly feature Tullamore D.E.W. more prominently. It's an intriguing work-around that allows Playboy to offer marketers more reach and a richer portfolio. "We are taking advantage of technology to automate the extension of our campaigns onto multiple platforms," said Phillip Morelock, Playboy's chief digital officer. "We have a pretty rich ad-tech stack here." Indeed, Morelock and his team didn't employ a media-buying agency for the Instagram ads thanks to the in-house system its built up in recent years. In fact, they began offering brands the same kind of campaign extensions on Facebook in 2015. (Tullamore D.E.W.'s spot is also currently appearing via Playboy's ads on Facebook.) And you can look for... Continue reading at 'AdWeek'
[ AdWeek | 2016-03-08 00:00:00 UTC ]
Five years. That's how long "native advertising" has been a thing. That's when digital publishers started offering content marketing solutions to brands. It's when BuzzFeed tripled revenue, further validating that branded content was here to stay. Publishers, new and old, from the New York Times... Continue reading at Advertising Age
[ Advertising Age | 2016-09-08 00:00:00 UTC ]
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Native advertising is only the latest new skill set taken on by editors in the digital age. The post Majority of Publishers Use Their Own Editorial Staffs to Produce Native Ads appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2016-09-02 00:00:00 UTC ]
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As publishers try to figure out how much content to share on Facebook, the social giant is quietly making moves that may leave new publishers feeling as if they have no choice but to share content on it. As of this summer, publishers will no longer be able to sign up for access to Domain... Continue reading at Digiday
[ Digiday | 2016-08-22 00:00:00 UTC ]
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The media industry responded predictably to an announcement from Facebook Thursday that articles using so-called "clickbait" headline tropes will get lower billing in the social giant's all-important News Feed product, which publishers rely on for sweet, sweet referral traffic. (Sponsored posts... Continue reading at Advertising Age
[ Advertising Age | 2016-08-06 00:00:00 UTC ]
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In June 1975, ahead of the previous European Union referendum on whether the United Kingdom should remain in the European Economic Community, publisher George Weidenfeld argued that the “close connections between British and European publishers and retail organisations” would be “valuable to the... Continue reading at The Bookseller
[ The Bookseller | 2016-07-02 00:00:00 UTC ]
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New app provides a social platform for talking about, sharing, and reviewing books. Continue reading at Publishers Weekly
[ Publishers Weekly | 2016-06-10 00:00:00 UTC ]
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How do you ask your family to help you die? And what does it mean to choose to stop living? Each episode of this series follows Gerda Saunders, who in 2010 learned she had cerebral microvascular disease, a precursor to dementia. In 2014, Slate published a deeply personal essay by Saunders, “My... Continue reading at Slate
[ Slate | 2016-05-18 00:00:00 UTC ]
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Facebook has created a video hub that will roll out in the coming weeks for its flagship mobile app. According to a TechCrunch story, a button for the hub will receive prominent placement in the Facebook app and often highlight live video—though it will offer recorded clips as well. ... Continue reading at AdWeek
[ AdWeek | 2016-04-06 00:00:00 UTC ]
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One gripe publishers have had about fast-loading Facebook Instant Articles is that it’s hard to monetize, especially with native advertising. Publishers will soon have greater ability to run native ads there, though, as ad tech company Polar is extending support for its platform to Instant... Continue reading at Digiday
[ Digiday | 2016-03-29 00:00:00 UTC ]
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Facebook Atlas, the social platform's ad server that extends far beyond its own site and apps, is getting a few noteworthy updates today. The Menlo Park, Calif.-based company is announcing Offline Actions, which lets Atlas-using marketers upload their own point-of-sale data and view it... Continue reading at AdWeek
[ AdWeek | 2016-03-07 00:00:00 UTC ]
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Native advertising is paying off for writers of the coveted, mobile demographic at Wattpad. Ashleigh Gardner speaks at London Book Fair's (#LBF16) Quantum Conference (#Quantum16) in April. The post Native Ads at a Mecca for Millennials: Wattpad’s ‘Brand Stories’ appeared first on Publishing... Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2016-02-26 00:00:00 UTC ]
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BARCELONA, Spain—Once a doubter in the future of mobile video, Jonah Peretti is now a believer. In a speech on Tuesday at Mobile World Congress, the BuzzFeed founder announced that his publishing company is launching a mobile video app that's focused on binge-watching. It is available today for... Continue reading at AdWeek
[ AdWeek | 2016-02-23 00:00:00 UTC ]
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The Huffington Post, which turned 10 in May, has 15 international editions -- but it's not about to rest on its laurels. The publisher's 75 editors-in-chief and business leaders from around the world congregated in Madrid Monday to discuss the digital publisher’s ambitious plan to be live in 50... Continue reading at Digiday
[ Digiday | 2015-11-24 00:00:00 UTC ]
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Volume, creativity and analytics. Those were some of the biggest changes publishers noticed in native advertising over the past year, which we discovered at Digiday's "WTF is Native Advertising" event in New York. Top minds from the biggest publishers including Mental Floss, Time Inc., The Onion... Continue reading at Digiday
[ Digiday | 2015-11-04 00:00:00 UTC ]
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The overwhelming majority of digital publishers (90 percent) have adopted or are considering adding native advertising to their sites. It’s seen as an effective tool by brands and advertisers, garnering 4.1 times more vi ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-13 00:00:00 UTC ]
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Digital platform SuperAwesome has acquired PopJam, a social network for children, from Mind Candy, for an undisclosed sum. PopJam is a mobile-only social platform where children can share content, often pictures, and take part in games and competitions. It also features book excerpts provided... Continue reading at The Bookseller
[ The Bookseller | 2015-09-15 00:00:00 UTC ]
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Better Homes and Gardens publisher Meredith Corp. has acquired Grocery Server, a digital shopper marketing platform, in the company's latest attempt to build its digital capabilities.Meredith's AllRecipes.com has used Grocery Server's platform, which shows shoppers where they can buy recipe... Continue reading at Advertising Age
[ Advertising Age | 2015-07-14 00:00:00 UTC ]
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During the past year, native advertising has gone from being the girl traditional publishers wanted to date but worried would hurt their reputation, to the trophy wife whom they always want by their... To view the full story, click the title link. Continue reading at Crains New York
[ Crains New York | 2015-05-05 00:00:00 UTC ]
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Google, Facebook, Twitter and any other social platform you care to name would at one time have gone to the corporate stake to defend the idea that they are not publishers or actively engaged in acts of journalism. Things are changing rapidly. .. Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-04-30 00:00:00 UTC ]
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