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 ]
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It's a hard call to make, with disincentives for the first to make it, but there's a growing acknowledgement that digital publishers and advertisers have failed to deliver on the promise that digital advertising held. The ability to id ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-23 00:00:00 UTC ]
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Here's a reversal pretty much nobody saw coming: What used to be regarded as one of the most skippable forms of advertising -- custom content -- is now being held up by many in the industry as the thing that just might save advertising from all manner of ad-avoidance behavior, including ad... Continue reading at Advertising Age
[ Advertising Age | 2015-10-12 00:00:00 UTC ]
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A major shakeout is coming to the digital media space as downward pricing pressure squeezes out some players. Shane Smith, chief executive and co-founder of Vice Media, said the problem is so severe that only digital publishers who are able to ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-08 00:00:00 UTC ]
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As the digital publishing industry wrestles with the rise of ad blocking, one popular notion is that native ads will be the answer to the industry’s ills. Even Yahoo Chief ExecutiveMarissa Mayer has championed native ads as havi ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-06 00:00:00 UTC ]
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Advertising Week XII, the Lollapalooza of marketing and media, brought with it a trove of data illustrating the growing mobile reach of social platforms Facebook, Google, Instagram and Snapchat. There was also no shortage of numbers revealed during the New York event affirming the impact of... Continue reading at AdWeek
[ AdWeek | 2015-10-04 00:00:00 UTC ]
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Big online publishers have a message for marketers: Stop putting so much faith in technology and realize that we're the only ones you can trust.This argument runs counter to one of the core principles of online advertising. For several years now, the advertising industry has been increasingly... Continue reading at Advertising Age
[ Advertising Age | 2015-10-01 00:00:00 UTC ]
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When I started in advertising, there was no guarantee that your job would still be yours after maternity leave. No law protected you against sexual harassment.It was 1975, and my first job after graduating Phi Beta Kappa magna cum laude from Smith College was as a secretary at a prestigious... Continue reading at Advertising Age
[ Advertising Age | 2015-09-24 00:00:00 UTC ]
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By order of the U.S. Bankruptcy Court, Tiger Capital Group’s Remarketing Services Division, Hilco Industrial, The Branford Group, andNortheast Printing Machinery will conduct a two-day live webcast auction on S ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-09-09 00:00:00 UTC ]
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Local-news publishers are able to reach people cheaper and more easily on the Web than they can through legacy media. But few have nailed the revenue side of the equation, which has been harder to crack. North Carolina’s Charlotte Agenda is trying to solve that problem by eschewing low-CPM... Continue reading at Digiday
[ Digiday | 2015-09-02 00:00:00 UTC ]
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Twitter has revamped its mobile ad network to target up to 700 million consumers, more than double its own audience of 310 million users. The key to the larger reach is its ability to target lookalike users, ones who share characteristics with its core audience. Today, Twitter introduced new ad... Continue reading at Digiday
[ Digiday | 2015-08-21 00:00:00 UTC ]
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DGMT share price drops 9% after ‘marked deterioration’ in advertising revenue for flagship print titlesShares in the Daily Mail’s parent company have slumped 9% after it reported a fall in print advertising revenues at its flagship national newspapers. Advertising revenues at the Daily Mail and... Continue reading at The Guardian
[ The Guardian | 2015-07-23 00:00:00 UTC ]
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First the Serial podcast became wildly popular. Then President Barack Obama sat down for an interview with Marc Maron for the comedian's WTF program, and the audio-only format that is podcasting was validated like never before. The developments largely flew in the face of the increasingly... Continue reading at AdWeek
[ AdWeek | 2015-07-22 00:00:00 UTC ]
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With competition from Netflix and a host of new digital video providers, the television industry has undergone seismic changes over the last five years. But one thing has remained constant: TV is still by far the most effective advertising medium. That's the finding of a new study Turner... Continue reading at AdWeek
[ AdWeek | 2015-06-09 00:00:00 UTC ]
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There is a consensus in advertising that mobile video is the future, but that future is still hazy. Mobile video can run in apps like Facebook, Snapchat and YouTube or be bought through ad networks that serve the mobile Web. There are six-second, 15-second and 30-second formats, and there are... Continue reading at AdWeek
[ AdWeek | 2015-06-05 00:00:00 UTC ]
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To gin up audiences, an untraditional news publisher is leaning on a very traditional strategy: advertising. Ozy.com -- a slick-looking website that's flush with investor cash but had just 1.2 million unique visitors in April, according to ComScore -- is spending more than a million bucks across... Continue reading at Advertising Age
[ Advertising Age | 2015-06-05 00:00:00 UTC ]
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The Daily Mail is announcing today that it has invested $3 million in publishing-tech company Taboola, and there are two big reasons why—native ad dollars and speed. "At the end of the day, we have to move so quickly," said Jon Steinberg, CEO of Daily Mail North America. "We're all competing... Continue reading at AdWeek
[ AdWeek | 2015-06-04 00:00:00 UTC ]
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The $4.4bn purchase by the US telecoms giant will help overcome the ad industry’s biggest problem Verizon buying AOL wasn’t the last deal we in agency land ever expected, but to most it’s come as a bit of a shock. It feels to me more like Apple buying Beats, than Comcast trying to merge with... Continue reading at The Guardian
[ The Guardian | 2015-05-14 00:00:00 UTC ]
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Among traditional publishing companies, few have the journalistic heft of The New York Times. The 163-year-old institution has long had a strong moat around its newsroom to protect its journalistic integrity from business influences. Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-05-08 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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The social network’s results and revenues are failing to impress investors – especially when compared with Facebook’s and Google’sGood news travels fast, but bad news even faster – especially if it’s the release of lacklustre results from Twitter. That’s what happened on Tuesday last week when,... Continue reading at The Guardian
[ The Guardian | 2015-05-02 00:00:00 UTC ]
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