The Roadblocks of Native Advertising

Could native advertising be hitting a wall? Marketers and publishers continue to fall all over themselves to create messaging that doesn’t look like advertising and that doesn’t annoy the reader. But the format is facing growing pains. “Agencies aren’t ready to turn on a dime and do this,” Rey Peralta, svp, director of creative technology at Deutsch, New York, said during a panel discussion last week hosted by Livefyre. “Everyone has to get in the same room. It’s incredibly challenging.” Jordan Kretchmer, founder and CEO of Livefyre, which acts as a middleman between publishers and advertisers by amplifying social conversation about brands across the Web, also pointed the finger at agencies. Seeing as they work on native ads for no extra money and are not set up to corral all those who need to be involved in the process, agencies “currently aren’t incentivized to really push for native ads and, therefore, are many times the blocker in getting a native campaign pushed through,” Kretchmer responded in an email. Like agencies, clients often aren’t structured to take on native, often finding it is easier and faster to buy programmatic ads. This friction is a problem for digital publishers that are banking on native and other premium-priced ad formats to stem the rush of ad dollars to lower-CPM programmatic ads. For marketers, it’s a chance to move beyond the hated banner ad and create messaging that’s more engaging. It also doesn’t help that there’s no agreement on what... Continue reading at 'AdWeek'

[ AdWeek | 2013-10-21 00:00:00 UTC ]
News tagged with: #missed opportunities #starcom mediavest #recent survey

Other news stories related to: "The Roadblocks of Native Advertising"


The Roadblocks of Native Advertising

Could native advertising be hitting a wall? Marketers and publishers continue to fall all over themselves to create messaging that doesn’t look like advertising and that doesn’t annoy the reader. But the format is facing growing pains. “Agencies aren’t ready to turn on a dime and do this,” Rey... Continue reading at AdWeek

[ AdWeek | 2013-10-21 00:00:00 UTC ]
More news stories like this | News stories tagged with: #recent survey #starcom mediavest #missed opportunities


Mobile Referendum: How Native Advertising Can Close the New Attention Gap

[Partner Content] Not only do publishers need to ensure their readiness, they need to demand their tech partners support native component-based advertising. The post Mobile Referendum: How Native Advertising Can Close the New Attention Gap appeared first on Folio:. Continue reading at Folio Magazine

[ Folio Magazine | 2018-01-16 00:00:00 UTC ]
More news stories like this | News stories tagged with: #partner content #native advertising


Why 2017 Will be the Tipping Point for Native Mobile Advertising

Three years ago, the great prophecy came true: consumers used the tiny computers in their pockets more than the computers sitting on their desks. Seeing this trend, and responding to the necessity of reduced screen space, discovery platforms like Facebook redesigned their experiences and... Continue reading at Advertising Age

[ Advertising Age | 2017-01-13 00:00:00 UTC ]
More news stories like this | News stories tagged with: #clear winner #major themes #mobile web #vertical video


Back to our sponsor? Why publishers struggle to renew native advertising

Even though sponsored content has grown into an essential revenue source for major publishers, many of them are having trouble attracting repeat business, with industry-wide renewal rates hovering around 20 percent. The reasons include a surge in supply as more publishers enter the market, more... Continue reading at Digiday

[ Digiday | 2016-08-15 00:00:00 UTC ]
More news stories like this | News stories tagged with: #major publishers #publishers struggle #post back #sponsored content


More Effective Native Advertising Is a Solution to Ad Blockers

If you believe what you read, and what you hear at events like the IAB's Annual Leadership Meeting, ad blocking is an existential crisis for the advertising industry, and even more so for the content publishing industry. At the aforementioned meeting, Article 19 of the Universal Declaration of... Continue reading at Advertising Age

[ Advertising Age | 2016-02-03 00:00:00 UTC ]
More news stories like this | News stories tagged with: #put back #human rights #universal declaration


The new normal: How native advertising’s changed in a year

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 ]
More news stories like this | News stories tagged with: #native advertising #year appeared


Opinion: Native Advertising As We Know It Isn't Sustainable

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 ]
More news stories like this | News stories tagged with: #native advertising


Is Native Advertising About to Go the Way of Pop-Up Ads?

When the concept of native advertising first gained widespread attention in 2012, it was expected to lift publishers' fortunes and rescue digital advertising from the perpetual downward slide of display ad rates.Fast-forward three years, and native has largely delivered on that promise.... Continue reading at Advertising Age

[ Advertising Age | 2015-09-04 00:00:00 UTC ]
More news stories like this | News stories tagged with: #reach $8 #branded content


Forbes Media Expands Native Advertising Service

Forbes Media announced today the expansion of its native advertising efforts with BrandVoice "Special Features," which allows companies to publish branded digital content with the same tools as the editorial staff.This is the fourth BrandVoice feature created since the platform's debut in 2010.... Continue reading at Advertising Age

[ Advertising Age | 2015-07-28 00:00:00 UTC ]
More news stories like this | News stories tagged with: #photo galleries


Making the Decision About Native Advertising

[Sponsored Content] Love it or hate it, native advertising is making a solid impact in the publishing world. It won’t be long before your advertisers will expect you to have a policy on whether or not you embrace it. The post Making the Decision About Native Advertising appeared first on Folio:. Continue reading at Folio Magazine

[ Folio Magazine | 2015-03-19 00:00:00 UTC ]
More news stories like this | News stories tagged with: #publishing world #native advertising


Native Advertising Comes to E-Commerce

If digital publishers thought they had native advertising all to themselves, they may want to think again.Some of the world's biggest ecommerce sites are getting in the native game, courtesy of a partnership between native ad-tech company TripleLift, and BazaarVoice, a technology company that... Continue reading at Advertising Age

[ Advertising Age | 2014-07-11 00:00:00 UTC ]
More news stories like this | News stories tagged with: #technology company #native advertising


Netflix Looking To Pursue More Native Advertising

Online audiences are oohing and ahhing over Netflix's New York Times branded content on women inmates, tied to the hit series Orange Is the New Black.  While this is one of the first pieces created out of the Grey Lady's T Brand Studio, Netflix isn't new to the native advertising. And a source... Continue reading at AdWeek

[ AdWeek | 2014-06-17 00:00:00 UTC ]
More news stories like this | News stories tagged with: #branded content #vice president #online brand


Conde Nast Drafts an Internal 'Magna Carta' for Native Advertising

Conde Nast, publisher of Vogue and The New Yorker, has asked its editors and publishers to review a roughly 4,000-word document that lays out how the company will handle native advertising online, according to several Conde Nast executives.The document's aim is to give publishers and editors who... Continue reading at Advertising Age

[ Advertising Age | 2014-05-28 00:00:00 UTC ]
More news stories like this | News stories tagged with: #native ads #conde nast #native advertising #magna carta #publishers won #give publishers


Consumer Trust Still the Biggest Hurdle for Native Advertisers

Not all content is equal -- at least when it comes to trust.A new study conducted by Nielsen on behalf of InPowered, a technology startup, found that consumers are actually quite sophisticated in how they utilize different sources in the buying process. And they, in fact, favor third-party... Continue reading at Advertising Age

[ Advertising Age | 2014-03-13 00:00:00 UTC ]
More news stories like this | News stories tagged with: #study conducted


If Native Advertising Is So Harmless, Why Does It Rely on Misleading Readers?

The devil walks into a bar and sits at a table with eight newspaper and magazine publishers plus one strange little fellow in shabby, dated robes. The devil says, "How'd you all like to get some advertising revenue at higher rates t ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2014-02-25 00:00:00 UTC ]
More news stories like this | News stories tagged with: #higher rates #magazine publishers #native advertising


If native advertising is so harmless, why does it rely on misleading readers? | Bob Garfield

It's hard to read the latest gimmick for infusing a dying industry with cash as anything other than journalism selling its soulThe devil walks into a bar and sits at a table with eight newspaper and magazine publishers plus one strange little fellow in shabby, dated robes. The devil says, "How'd... Continue reading at The Guardian

[ The Guardian | 2014-02-25 00:00:00 UTC ]
More news stories like this | News stories tagged with: #deal offers


Native advertising is the new paywall in media economics - but is it here to stay?

Many digital publishers have placed it at the heart of their business strategy - but there are concerns over transparencyIn 1917, the American Federal Trade Commission settled a case with the Muensen Speciality Co., over an ad for its vacuum cleaner, which it presented as a favourable newspaper... Continue reading at The Guardian

[ The Guardian | 2014-01-05 00:00:00 UTC ]
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Native Advertising Wasn't Really So Viral in 2013

Are we so sure that all this sponsored content is worth the trouble? Native advertising distribution firm Sharethrough compiled a ranking of the biggest brand-produced sponsored stories from 2013. And what perhaps sticks out the most is that none of these stories seems to have really taken off... Continue reading at AdWeek

[ AdWeek | 2013-12-23 00:00:00 UTC ]
More news stories like this | News stories tagged with: #include video #social publishers #single brand #book lovers #sponsored content


NAA: FTC Should Give Publications Room on Native Advertising

Newspaper publishers are curious about native advertising and hopeful that the industry — not the government — will develop best practices for its use in the years to come. The Newspaper Association of America is among the man ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2013-12-06 00:00:00 UTC ]
More news stories like this | News stories tagged with: #newspaper association #industry mdash #newspaper publishers #native advertising


How the FTC Can Solve Native Advertising's Identity Crisis

Online advertising is a tricky game, reliant on continued innovation from publishers and advertisers as they try to capture consumers' attention. The latest effort to move beyond traditional banners is so-called "native advertising" -- advertising that looks and feels like the content of a... Continue reading at Advertising Age

[ Advertising Age | 2013-11-27 00:00:00 UTC ]
More news stories like this | News stories tagged with: #print publications #people talk #consumer experience #traditional banners #latest effort