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

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Programmatic Advertising Is Zooming In on Local — Will News Sites Be Ready?

The new Borrell Associates projections for the growth of programmatic ad revenue in local digital publishing are, in a word, big. It’s human nature to be hopeful about what’s new, especially if the emerging numbers on recent perfo ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2015-04-28 00:00:00 UTC ]
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Apple Watch Creates Wrist-y Business for Publishers, Advertisers

The Apple Watch is officially out today, but the so-called wearable has already sparked an arms race among media companies vying for attention on your wrist.(Does that make it a wrist race?)Newspapers, TV news networks, magazine publishers and radio stations have introduced apps for the Watch.... Continue reading at Advertising Age

[ Advertising Age | 2015-04-24 00:00:00 UTC ]
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Why Facebook and Twitter shouldn’t be the only ones with native mobile video

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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ESPN, Outbrain Partnership Lets Other Marketers Get Native Placement on the Sports Site

One of the biggest names in sports is letting other publications tap into its digital audience.  ESPN and content recommendation platform Outbrain announced Thursday that the two signed a multi-year, global deal. And, because Outbrain is being integrated into ESPN's in-house sales platform, it... Continue reading at AdWeek

[ AdWeek | 2015-03-26 00:00:00 UTC ]
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These Promotions Draw Advertisers Like Magnets

[Sponsored Content] Many publishers have a "can't-miss" issue that naturally attracts advertisers. Perhaps the attraction is bonus distribution at the biggest industry event of the year, or is tied to the seasonality of your profession's business cycles. Whatever the reason, this issue has big... Continue reading at Folio Magazine

[ Folio Magazine | 2015-03-16 00:00:00 UTC ]
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How Publishers Make Native Ads Newsy

Native advertising was supposed to be marketers’ answer to banner blindness by creating ads that consumers would want to read and share. But by the time a native ad gets through all the necessary approvals and is shaped in a way that can sc ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2015-03-03 00:00:00 UTC ]
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Why Digital Natives Prefer Reading in Print. Yes, You Read That Right.

Frank Schembari loves books — printed books. He loves how they smell. He loves scribbling in the margins, underlining interesting sentences, folding a page corner to mark his place.   Schembari is not a retiree who sips tea at Politics ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2015-02-23 00:00:00 UTC ]
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Facebook’s Audience Network puts native ads everywhere (and publishers are on-board)

Just ask Bilbo Baggins — there’s something very appealing about having one ring to rule them all. So it goes with the Facebook Audience Network, which was launched in 2014 to help digital marketers place ads across all mobile apps — not just Facebook’s — using a single platform while making it... Continue reading at Digiday

[ Digiday | 2015-02-18 00:00:00 UTC ]
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Forbes Puts Native Ad for Fidelity on Its (Actual) Cover

A native ad for Fidelity will appear on the cover of the latest issue of Forbes, which hits newsstands on Monday. The ad is on the actual cover -- it's not part of a foldout or second cover.Forbes was among the first publications to fully embrace native advertising -- a tactic where ads seek to... Continue reading at Advertising Age

[ Advertising Age | 2015-02-13 00:00:00 UTC ]
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David Carr Pulled No Punches on Native Ads, Journalism and Media

David Carr, the well-known media columnist for The New York Times, died at work on Thursday, the paper reported last night. He was 58.Although he often used his Media Equation column to spotlight people doing things right, it also cut to the heart of the players, tactics and forces so vigorously... Continue reading at Advertising Age

[ Advertising Age | 2015-02-13 00:00:00 UTC ]
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Thrillist CEO Ben Lerer: Publishers Must Find Revenue Sources Beyond Advertising

For Thrillist, remnant advertising is non-existent and ads aren't sold programmatically. Instead, the digital publisher embraced ecommerce. That business is now three times the size of its ad business. Continue reading at AdAge.com Continue reading at Advertising Age

[ Advertising Age | 2015-02-10 00:00:00 UTC ]
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Native Tongues: Middle East Fiction in Translation: Middle East Books 2015

In an oft-cited statistic, Chad Post, publisher of Open Letter Books at the University of Rochester and an outspoken advocate for books in translation, estimates that 3% of fiction and poetry books published in the U.S. are translations. Continue reading at Publishers Weekly

[ Publishers Weekly | 2015-02-06 00:00:00 UTC ]
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Postmedia Drives Advertising Revenue with Video Partnership

Video consumption continues to accelerate, and traditional publishers need to keep an eye on this ever-continuing burgeoning market.  Video ad revenue is expected to jump again by 26.1% in 2015 after an approximate expenditure of C$145 million ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2015-01-30 00:00:00 UTC ]
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Snapchat Promises 'Gorgeous Advertising' With Its New Discover Channels

Snapchat has attracted a big lineup for the launch of its media service called Discover, which will host branded properties for Yahoo, People, Cosmopolitan, the Food Network, Daily Mail, Vice, CNN and others. Such media players are setting up channels on the messaging service to post their... Continue reading at AdWeek

[ AdWeek | 2015-01-27 00:00:00 UTC ]
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Conde Nast Editors to Create Articles, Videos for Advertisers

Glossy magazine publisher Conde Nast, which owns Vogue and Vanity Fair, is enlisting its editors to consult with advertisers and help them create articles and images.The move -- which comes with the rollout of 23 Stories by Conde Nast, a new department charged with creating content for brands --... Continue reading at Advertising Age

[ Advertising Age | 2015-01-27 00:00:00 UTC ]
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5 things we learned about native ads in 2014

Native advertising became a full-blown phenomenon in online publishing in 2014. Here's what we learned about it this year. The post 5 things we learned about native ads in 2014 appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2014-12-31 00:00:00 UTC ]
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What Every Tech-Savvy Marketer Should Know About the Future of Programmatic Advertising

Premium programmatic is a hot concept, and it's catching on. The ad industry's top brands are embracing more automation for digital campaigns—Cadillac, Tory Burch, CBS—and publishers are too. Instead of open exchanges where low-quality advertisers compete for low-quality Web inventory, a more... Continue reading at AdWeek

[ AdWeek | 2014-11-20 00:00:00 UTC ]
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BuzzFeed to Join IAB's Advertising Elite

BuzzFeed is being bumped up to the digital advertising adult dinner table. On Monday, the company announced in an internal memo that Eric Harris will become chief business operations officer and also join the Interactive Advertising Bureau (IAB) board later this year. BuzzFeed president Greg... Continue reading at AdWeek

[ AdWeek | 2014-10-21 00:00:00 UTC ]
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How the Washington Post is Capitalizing on Mobile Advertising

The mobile advertising boom is more apparent than ever and publishers are now recognizing the success of custom and native ad strategies on mobile. Continue reading at Folio Magazine

[ Folio Magazine | 2014-10-08 00:00:00 UTC ]
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Multi-Screen Advertising Flourishing in Sports

At Thursday's Future of Digital Sports Media panels during Advertising Week, the topic of abundance kept coming up: the ever-expanding array of content platforms and networks, a national appetite for live sports programming that shows no signs of satiation, and the rapidly diversifying... Continue reading at Advertising Age

[ Advertising Age | 2014-10-03 00:00:00 UTC ]
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