Post Tagged with: "native advertising"

According to a new study, the answer is likely “yes”. For those who believe the presence of native ads downplays a website’s credibility, the authors of a new study have something to say. Patrick Howe and Brady Teufel’s findings, featured in the International Symposium On Online Journalism’s journal might make the native ad-averse reconsider their stance—or at least take the conversation in a new direction.

Readers and marketers have been inundated for years with jargon-y terms for new ways of reaching consumers. Native advertising, native content, branded content, brand journalism and content marketing are some of the many ways publishers and marketers are referring to these offerings.

Last week, the New York Times rolled out a sleek new website design, which included the publication’s first ever native ad. The debut made headlines throughout the industry and many were abuzz about what this means for the publishing industry, both good and bad. Native advertising allows brands to engage with consumers by delivering content where they are actively looking and engaged. From the chatter surrounding the New York Time’s roll out of native ads, you’d think this was a brand new phenomenon. The idea of native advertising has been around for some time, but the fact that one of […]

Our goal has always been to help readers discover the most interesting, relevant content. As brands are beginning to think like publishers, they are creating tons of valuable and interesting content as well. We’ve recently started working with brands to help them find readers who will appreciate their content, which is why you may have noticed a few ‘promoted stories’ in your feed lately. Several questions have popped up related to our sponsored content program from users, so we thought an explanation would be useful. We want to make it clear that our first priority is to continue to give […]

When looking at the native advertising game, it’s clear that Buzzfeed has stepped up as a major player in the space. From consistently engaging campaigns to impressive visitor numbers, Buzzfeed’s success seems to be a justification for their premium-rate pricing, as explored in a recently released progress report. But can their success last? Is their enviably-high pricing a bubble that’s waiting to burst? Benjy Boxer takes a look at what Buzzfeed’s breakdown means for the future of the company, and for native advertising publishers in general. Why is Buzzfeed such a powerful example? Based on revenue alone, Buzzfeed is poised […]

If you’re in content marketing or advertising, you know that native advertising is top of mind for everyone right now. Even companies who aren’t currently doing native advertising recognize that it’s probably the way of the future. So that begs the question, why isn’t everybody doing it? The obvious answer is that it’s still very new. But that in itself isn’t an obstacle to rapid adoption. The truth is, many of the parameters are as of yet undefined and as exciting as everyone thinks native advertising is, it’s still a novel concept. For some, there are logistical obstacles that pose […]

If you’ve ever been in the position of asking for more budget for a content marketing campaign, you might have heard something like this: “Sounds interesting. But what’s it going to get me? How do we know it’s valuable?” In other words, what’s the ROI? It’s what all marketers are trying to prove, but for content marketers, the criteria are slightly different.  The valuable metrics are different from those of a traditional advertising campaigns. That’s because editorial-based sponsored content is as much about implanting an idea, and engaging a consumer in that moment, as it is about driving clicks and, […]

If you’re a content marketer, you’re very likely aware that native advertising is all the rage these days. There are those who praise it as the second coming of publishing, while others decry the rise of native ads as the bloody, tragic, death of journalism. The Atlantic was heavily criticized for publishing a piece of sponsored content from the Church of Scientology, and everyone continues to love/hate Buzzfeed with abandon. But paid content, advertorials that imitate the format in which they appear, is nothing terribly new. So, what’s the big deal? And more importantly, is there a difference? In short, […]