When Capital One set out to endear itself with entrepreneurs, it enlisted Forbes to create blog posts on its behalf about cybercrime and other scourges of small business. Likewise, UPS entrusted Fast Company to create custom infographics that ran on the business brand’s site. In both cases, it was the publishers, not these brands’ creative agencies, who did the heavy lifting. In fact, that dynamic is becoming more common as native ads grow in popularity. Indeed, native isn’t just the latest buzzword in advertising; it’s the latest example of how advertisers are bypassing media agencies and having publishers create ad-oriented content for them. “Publishers know their audience best,” said Barry Lowenthal, president of The Media Kitchen, which uses native ads for a number of clients. One premium publisher whose site runs a lot of native ads estimated that more than one-third of those campaigns are done in-house or by the client and don’t involve a creative agency at all. The publisher, who didn’t want to be named because, like others, he wanted to avoid appearing to be dumping on creative shops, nevertheless said his staff can do the work at Web-speed and cheaper than a creative agency. Those shops “work on the basic assets and distribute them to the brands so they are still core to the overall look and feel of the campaign, but they lose out on the custom creative fees as brands can do it way cheaper for clients than they can,” the exec said. “As native ads... Continue reading at 'AdWeek'
[ AdWeek | 2013-01-08 00:00:00 UTC ]
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Wanda Brunstetter tops 8 million; publishers partner to provide resources to churches. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-10-08 00:00:00 UTC ]
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If you’re like me, you might stroll past a local coffee shop or book store numerous times before you notice it’s there or go inside. Facebook thinks an ad might give that extra nudge.On Tuesday, the company began rolling out a new feature for local advertising that lets businesses target users... Continue reading at PC World
[ PC World | 2014-10-08 00:00:00 UTC ]
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As smartphones continue to erode sales of cameras and equipment, traditional brands are building digital platforms that double as marketing assets. Today, Canon launched the multi-year "See Impossible" campaign, shifting the marketing focus away from products and onto customers' stories. ... Continue reading at AdWeek
[ AdWeek | 2014-10-07 00:00:00 UTC ]
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On the eve of the 2014 Frankfurt Book Fair, Ed Nawotka wonders if publishers, booksellers, and authors need to closely examine their relationships with each other. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2014-10-07 00:00:00 UTC ]
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Facebook is taking the wraps off its mobile ad network after saying the early results helped lead to big gains for apps like Shazam and game makers like Glu Mobile, the developer behind Kim Kardashian: Hollywood. The company said today that the Facebook Audience Network is now open to all... Continue reading at AdWeek
[ AdWeek | 2014-10-07 00:00:00 UTC ]
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A “like” on Facebook is worth a lot to advertisers there. Now it’s also worth something to advertisers in other mobile apps.Facebook’s having a coming-out party for its “audience network,” an ad network that lets existing advertisers on Facebook also have their ads placed in a large number of... Continue reading at PC World
[ PC World | 2014-10-07 00:00:00 UTC ]
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Facebook's mobile ad network is officially open for business.Five months after the social network formally launched its Audience Network with a small set of app publishers and advertisers, Facebook is opening up the mobile ad network to any media buyer and seller. The company is also adding a... Continue reading at Advertising Age
[ Advertising Age | 2014-10-07 00:00:00 UTC ]
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Outbrain and Taboola are doing battle over the real estate at the bottom of article pages, and premium publishers are cashing in. The post Publishers reap the rewards of content ad network bidding wars appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2014-10-02 00:00:00 UTC ]
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Google has a tumultuous history with the German publishing industry, which has long taken issue with the search giant's indexing of news stories. Starting next week, Google Germany will no longer display summaries and image thumbnails for news... Continue reading at Engadget
[ Engadget | 2014-10-02 00:00:00 UTC ]
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Ad pages are gone and in their place, the MPA has released collection of audience data for magazine brands across the industry. The new initiative, Magazine Media 360, changes the narrative from one of consistent declines—ad pages were down in each of the last 4 years, according to t Continue reading at Folio Magazine
[ Folio Magazine | 2014-09-30 00:00:00 UTC ]
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For decades, ad pages were one of the key metrics for gauging the overall health of a magazine. But as magazine brands have come to encompass more than just a printed product, publishing industry insiders have been looking for new data that better reflect those changes. This week MPA–The... Continue reading at AdWeek
[ AdWeek | 2014-09-29 00:00:00 UTC ]
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The publisher-dominated Interactive Advertising Bureau has long relegated ad-tech companies to second tier, "associate" membership. But that era is now over. Today, the industry group announced a restructuring which will grant ad-tech companies full general membership, allowing them to vote on... Continue reading at Advertising Age
[ Advertising Age | 2014-09-29 00:00:00 UTC ]
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Google was supposed to uproot digital advertising's foundation. But Facebook may beat the search giant to the punch.Confirming what has become advertising's latest worst-kept secret, Facebook said it will begin applying its user data to ads shown outside the social network through a retooled... Continue reading at Advertising Age
[ Advertising Age | 2014-09-29 00:00:00 UTC ]
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Amazon, Perseus reach new ebook deal and more in this week's publishing news briefs. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-09-26 00:00:00 UTC ]
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The Athens (Ohio) NEWS, a twice-weekly newspaper launched in 1977 by Bruce Mitchell, is being sold to Adams Publishing Group (APG) Media of Ohio LLC, a family owned newspaper company with headquarters in Minnesota. Mitchell and ownership ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2014-09-25 00:00:00 UTC ]
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Name change for Logos; new TV program features Kregel author; Chalice forges partnership with ministry organization. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-09-24 00:00:00 UTC ]
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Prepare for the 2014 Frankfurt Book Fair with our roundup of big projects that'll be making the rounds, among them books by Leslie Jamison, Richard Price, Amy Poehler, and more. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-09-19 00:00:00 UTC ]
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Johnson steps down as Red Wheel/Weiser publisher and more in this week's publishing news briefs. Continue reading at Publishers Weekly
[ Publishers Weekly | 2014-09-19 00:00:00 UTC ]
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News Corp, Rupert Murdoch's media behemoth, is the latest source of criticism of Google. Robert Thomson, the chief executive of the company -- responsible for the Times and the Sun in the UK as well the book publisher HarperCollins -- has written to the European Commission to complain that the... Continue reading at Betanews
[ Betanews | 2014-09-18 00:00:00 UTC ]
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In the early 90s people balked at the idea of reading the news on a computer, yet if you looked at online services of the day (Compuserve and AOL), user demand would say otherwise. News was consistently among the top activity. Eventually that same demand drove Web 1.0 and by the time Web 2.0... Continue reading at Wired
[ Wired | 2014-09-17 00:00:00 UTC ]
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