A lot of my coffee chats in the last week or so have been around, what is the long run for content? In the long run, brand created content, distributed. Or partner creator content, distributed. In the long run – the best creators, powered by the best tech will win. It seems in any engagement between advertisers & publishers, it’s who has the best tech that wins. It’s like a technology arms race. But not only the best tech… Continue reading
All was quiet ahead of SxSW — it’s a beautiful blue sky here in NY as I pull together this weeks edition. I have an ask — I’m collecting feedback on the newsletter, can you answer a couple of questions? Would appreciate any and all feedback. On the publisher side — we’re seeing promising results with content studios start to hit hard realities of scale. DigiDay digs in to this a bit more. Continue reading
Last week we hosted #NativeAdTalks here in New York – discussing how to win at programmatic native, niche yes, but an interesting conversation. View it here. Disclosures have entered the discourse again this week, we did a study on this way back in 2014. And it seems redundant to say so, but effective disclosure = effective brand recall. Trying to hide that is like trying to catch water in a sieve. Continue reading
This week I got out of the big smoke and headed to Chicago & Boston to talk native with existing and soon-to-be clients. It’s the best part of my job — sitting down, helping people adopt native. The common thread is what I touched on last week, there’s a bunch of brands still sitting on the fences, as they need some help getting started with native. So whilst early adopters are getting slick, the bulk of the adoption curve need… Continue reading
We see a native acquisition (with more in the works I hear), WaPo launches a new native unit – and BurdaForward releases insights on how native content drives attitudinal shifts. Notable Stories this Week NY Times looks to programmatic ad sales in international markets. Related, the Director of Programmatic from NY Times, Sara Badler, will be speaking at the native ad talks next week. RSVP here. Continue reading
It’s a cold and blustery day in NY as I write this week’s Week in Native! A strong thread of conversation as we kick off 2017 is — who is gonna win native? As the industry hits an inflection point, in a winner-takes-the-majority kind of market, who is going to do that? The brands that won early on won’t necessarily get that mass market appeal. It’s something I’ll focus more on this year, who is breaking out and what are… Continue reading
With Ben out this week I’ll be jumping in (Hollie-Blue) to look after TWINA. Another big week for news here in the US, Super Bowl LI around the corner and from native news a focus on programmatic, the future of native, revenue from content distribution and why newsletters are hot again. Notable Stories this Week How AI and New Technologies Will Push the Limits of Native Advertising. Native will reach highly customised formats, tailored to individuals… Continue reading
With the past week dominated by Trump headlines – we’ve all simply got on with it. Polar released some great data around the future of premium branded content and who will grab the lion share (premium publishers). Google shares some info on how many publishers it has banned – and T Brand Studio gets vocal about the evolving publisher/agency dynamic. Notable Stories this Week The [Adjective] [Number] Things You Need to Know About Clickbait. If content doesn’t leave… Continue reading
Whilst Medium shutters ads WordPress.com is expanding theirs, their little known programme WordAds added video this week. Of course the scale is completely different but interesting. Notable Stories this Week Programmatic native ads are growing – but banner habit is hard to break. My 2 cents – it’s too hard to buy programmatic native, make it easier more people will buy. Why 2017 will be the year of native content and engagement. Lousy… Continue reading
Axios kicks off this week with a fresh start and smart approach to native. I like this, a well-curated site and content will attract advertisers. Take a look at the campaigns of the week, increasingly we’re seeing more and more brand integration, to brand safe environments. Whether it’s a hub or email. Notable Stories this Week Medium gives up on ad sales, calling the system ‘broken.’ and counter to that: Politicos Veteran’s New Venture… Continue reading
