As mobile continues to mature next year, publishers will discover that they need to go all in for mobile. It is not enough to just have an Android app or an iOS app or to say we only do optimized mobile web. Publishers need to offer mobile to consumers on every device and in every format so that readers can engage when and where they please.
This post is co-authored by Alan M. Pate
FTC’s Native Advertising Workshop Postscript: Regulatory Forecast Still Unclear
On December 4th, the FTC held its eagerly anticipated workshop on native advertising—“Blurred Lines: Advertising or Content”. To underscore how seriously the regulator is taking the advertising practice, the chairwoman Edith Ramirez kicked off the conference. She was followed by other heavyweights at the agency, including Jessica Rich, Director of the FTC Bureau of Consumer Protection and Mary K. Engle, Associate Director of Division of Advertising Practices. The ambitious day-long agenda began with a historical overview of the FTC’s regulation of sponsored content and expanded to consumer ad perception research, native ad critiques, and a spirited panel discussion on what constitutes “best practices”. In addition to the FTC’s speakers, panelists included many of the major players in the online advertising industry, such as Buzzfeed, the Interactive Advertising Bureau (IAB), the Huffington Post, and National Advertising Division of the Council of Better Business Bureaus (NAD).
Ultimately, presenters and panelists arrived at anything but a consistent answer on how native advertising should be policed. As the FTC’s Mary K. Engle noted during the last panel discussion, the workshop likely... Read more
Successful native ads will make audiences want to engage because the content relates to their interests, without being misleading or annoying. Achieving this balance is not always easy or successful, but it’s possible to attain when you go into it with an understanding of your goals, clear audience expectations, and a real distribution strategy.
Native ads are the hottest frontier in online marketing today. These ads are unique to a particular site or platform, and are meant to blend inconspicuously into the site’s design. The result is that the content-driven ad looks more like part of the site than an advertisement, creating an experience for a consumer that is seamless, clean and unobtrusive. Classic examples include Google AdWords and YouTube's TrueView Video Ads. However, native advertising isn’t new, or limited to online – infomercials and live read ads on radio by a DJ or news anchor are also great examples of native formats. The most recent surge of native advertising is brought to you by social media. With the rise of social networks and the focus of online marketing shifting to engagement and interactivity, brands are anxious to be part of the content with native placements like Twitter’s Promoted Tweets and Facebook’s Page Post Ads.
This can present a bit of a double-edge sword: while native ads reportedly deliver higher engagement rates than many other types of ads, consumers may view them as deceptive since they look so much like publisher content. A recent study by MediaBrix showed that many consumers find sponsored video that... Read more
Alongside “social,” “mobile” and “RTB,” “native advertising” is probably one of the hottest buzzwords today. Native is viewed as a cure for a lot of what ails the online advertising industry. Ads that are unique to a particular site or platform by definition also tend to match the look, feel and voice of the site that hosts them. Native ads tend to be content-based, and, because they blend so neatly into the content that surrounds them, are likely to perform very well. It seems that native can address a lot of the issues facing our industry today – but is it a perfect solution?
I’ve spoken and written a great deal recently about the problem of Banner Blindness, which impacts advertisers and publishers alike. According to our own survey results, only 14% of consumers surveyed found ads served to them as relevant. Half of the respondents never click on any ads, and 35% click on less than 5 ads a month. By the numbers, Banner Blindness adds up to fewer leads for advertisers and lower revenue for site owners.
A large part of the problem can be attributed to predictable placement. Display ads typically run as a leaderboard across the top of... Read more