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 Publishing stories related to: 'The Roadblocks of Native Advertising'


Here Comes Another Native Ad Exchange

The native advertising programmatic gold rush is on. Following the emergence of a handful of native ad networks came yesterday's announcement that the startup TripleLift was launching a native ad exchange with several top brands and publishers. Now comes another native ad exchange—albeit this... Continue reading at AdWeek

[ AdWeek | 2014-02-12 00:00:00 UTC ]
More news stories like this | News stories tagged with: #tech platform #automated fashion #started testing #brand dollars


Native vs Cross-Platform Apps – What’s Better for Digital Newspapers?

2 years ago it was "nice to have" a mobile strategy for large and medium-sized companies. But today the reality is that a mobile strategy is a must-have for all businesses of all sizes. And the publishing industry is no exception.  Toda ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2014-02-11 00:00:00 UTC ]
More news stories like this | News stories tagged with: #mobile strategy #medium-sized companies #publishing industry


IAB To Advertisers: Time to Step Up Your Mobile Game

The Interactive Advertising Bureau primarily exists to help grow the pie of digital advertising dollars. So, as it kicks off its annual leadership meeting this week, it's focusing on where that growth is expected to occur: mobile.Today, the IAB -- along with a group of publishers including AOL,... Continue reading at Advertising Age

[ Advertising Age | 2014-02-10 00:00:00 UTC ]
More news stories like this | News stories tagged with: #conde nast #ad agencies


LinkedIn Is Looking More Like a Publisher as It Grows Its Native Ad Business

LinkedIn is looking more and more like a publisher these days. The professional networking site eschews the term, but its recent moves suggest otherwise, from its Influencers blog network to its acquisition of news reader Pulse and the introduction of native advertising. (LinkedIn calls them... Continue reading at AdWeek

[ AdWeek | 2014-02-10 00:00:00 UTC ]
More news stories like this | News stories tagged with: #make money #thought leadership #user engagement #technology company


Advertising sales could transform as programmatic trading takes off

Computer auction-based system is set to go beyond its roots in display sector but questions remain on transparencyProgrammatic trading of advertising has been around for a decade or so, but advocates believe 2014 could be the year it breaks out beyond its online display roots and takes hold in... Continue reading at The Guardian

[ The Guardian | 2014-02-10 00:00:00 UTC ]
More news stories like this | News stories tagged with: #select group #key component


Intersections: Data and Digital Advertising

As they now become digital publishers, newspaper organizations have a glut of audience insight into what both readers want and advertisers want to know. “Newspapers … are among the most trusted brands for providing valuable a ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2014-02-06 00:00:00 UTC ]
More news stories like this | News stories tagged with: #digital advertising #digital publishers #trusted brands


Publishers advertise for chair of new press regulator

Wanted: someone unconnected with the newspaper and magazine publishing industry willing to take on the burden of chairing a new press regulator for £150,000 a year.Applicants are being invited for the inaugural chair of the Independent Press Standards Organisation (Ipso) in an advert placed in... Continue reading at The Guardian

[ The Guardian | 2014-02-03 00:00:00 UTC ]
More news stories like this | News stories tagged with: #john witherow #mission statement #leveson report


Web advertising: still a small net in a very large pond

Internet ad revenues are growing fast. But, even now, they make up only 4.5% of the global wholeHere, as recession ends, is a reality check on the global media ad market (courtesy of Nielsen). Revenues via the internet are up 32.4%, up 4.3% via TV and 5.1% on posters. But they're down 2.2% for... Continue reading at The Guardian

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


Comic Book Heroes Get A Gorgeous Native American Makeover

Batman, Superman, and Spider-Man look truly stunning following a traditional, Pacific Northwest makeover.We all know Batman when we see him, but he always looks a little different, depending on the artist. Whereas in the hands of Dick Sprang, Batman is a barrel-chested 1920s strong man, in the... Continue reading at Fast Company

[ Fast Company | 2014-01-22 00:00:00 UTC ]
More news stories like this |


Inside Hearst’s Native Ad Strategy

In a signal of its deepening commitment to native advertising, Hearst Magazines launched a new native ad campaign yesterday for Lancôme on MarieClaire.com.The post Inside Hearst’s Native Ad Strategy appeared first on Digiday. Continue reading at Digiday

[ Digiday | 2014-01-15 00:00:00 UTC ]
More news stories like this | News stories tagged with: #native advertising


Advertising Age to Reduce Its Print Frequency

Advertising Age, the trade publication introduced in 1930, announced Monday that it would publish its print edition every other week rather than weekly. The magazine, the largest publication in the ad trade field, will publish 25 issues in 2014, ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2014-01-07 00:00:00 UTC ]
More news stories like this | News stories tagged with: #advertising age #announced monday


Why Is Hard News a Hard Sell for Advertisers?

Rob NormanNewspapers and news magazines' print editions are fading. Their readers are literally dying. Other industries have new demography and geography to conquer, but no new generation is acquiring a breakfast-table habit that has persisted for 200 years -- even in Myanmar, where 12 daily... Continue reading at Advertising Age

[ Advertising Age | 2014-01-01 00:00:00 UTC ]
More news stories like this | News stories tagged with: #hard news #hard sell #print editions


Cross-Platform Magazine Advertising Up 6 Percent

Magazines saw combined ad units for print and tablet products grow 6 percent in 2013, according to a joint study by Kantar Media and the MPA—The Association for Magazine Media. Measuring 69 publications that have both print and tablet products, the report found tablet unit sales up 16 percent... Continue reading at Folio Magazine

[ Folio Magazine | 2013-12-30 00:00:00 UTC ]
More news stories like this | News stories tagged with: #kantar media #magazine media


From frat boys to executives, Pikesville natives grow in the online photo business

Ryan Millman has come a long way since his college days of printing photos from frat parties. Now a full-blown manufacturer, he oversees a suite of four photo-related companies that churn out everything from T-shirts and photo books to canvas prints for major commercial retailers. Continue reading at Baltimore Sun

[ Baltimore Sun | 2013-12-24 00:00:00 UTC ]
More news stories like this | News stories tagged with: #photo books


Can the NYT Shift Native Ad Labeling Debate?

The New York Times is still the gold standard of publishers. Its embrace of native advertising is an important step in legitimizing this modernized version of the advertorial. Importantly, the Times is also looking to impose far more rigid standards that are currently used throughout the... Continue reading at Digiday

[ Digiday | 2013-12-19 00:00:00 UTC ]
More news stories like this | News stories tagged with: #gold standard #native advertising #important step #modernized version #publishing world


Native American Group Buys Entire Christmas Display

A customer representing the Poarch Band of Creek Indians walked into Barnes & Noble in Spanish Fort, Ala., and bought an entire display in the children's section. As a result, nearly 500 children in the tribe will receive at least one new book this holiday season. Continue reading at Publishers Weekly

[ Publishers Weekly | 2013-12-17 00:00:00 UTC ]
More news stories like this | News stories tagged with: #barnes noble #holiday season


6 Companies That Are Trying to Solve the Native Ad Scaling Issue

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 ]
More news stories like this | News stories tagged with: #human touch #including aol #global marketing


A transparent market means rethinking the ways brands advertise

In the transparent marketplace it's what you do, not what you say, that makes the difference, and that's good for sustainabilityIn New York's Central Park recently, an old man was selling "Banksy paintings" for $60 apiece. His booth was right next to others selling everything from second-hand... Continue reading at The Guardian

[ The Guardian | 2013-12-04 00:00:00 UTC ]
More news stories like this | News stories tagged with: #google glass


IAB Sorts Out Native Ahead of FTC Workshop

Timed to coincide with the Federal Trade Commission's workshop this week on native advertising, the Interactive Advertising Bureau plans to release a prospectus on the industry's hottest ad format. The report is the digital community's first pass at defining best practices for a $3 billion... Continue reading at AdWeek

[ AdWeek | 2013-12-02 00:00:00 UTC ]
More news stories like this | News stories tagged with: #consumer experience #american society #magazine editors


Premium Publishers See Hope in 'Native' Sponsorships

Ad spending on sponsorships is growing faster than expected, as more premium publishers focus on selling customized, “native” digital executions, according to new figures from eMarketer. As display ad-buying becomes on the one ... Continue reading at Editor & Publisher

[ Editor & Publisher | 2013-11-21 00:00:00 UTC ]
More news stories like this | News stories tagged with: #premium publishers #ad spending #growing faster