Tagged 'native advertising'

Day 2 of Content Summit explores video trends and moves audience to tears

Posted by Jacqueline Lisk on March 6th, 2014 at 12:30 pm

The discussions on the second day of the iMedia Content Summit focused on TV and digital video. We took an in-depth look at the rapidly changing way we watch, monitor, and monetize video; the overlap between online and television production that's creating a case for operational convergence; and the recipe for making effective, emotionally-compelling video content led by a true industry leader, The Coca-Cola Company.
That the TV landscape is changing at a rapid pace is indisputable, but in case you want more proof, check out this comprehensive presentation by Dr. Duane Varan, CEO of MediaScience. Never before have users had more choice. They decide what they watch, when they watch it and how, selecting from an ever-growing number of devices. This presents tremendous cross-platform opportunity for advertisers, but it also poses new challenges, including a measurability issue. The historic user-based measurement model for TV in which a piece of content is presented uniformly to an audience at a set time is shifting to an impression-based model, in which distinct creative can be served to unique users at varying times. Advertisers, networks and researchers are working together... Read more

5 key takeaways from day 1 of the iMedia Content Summit

Posted by Jacqueline Lisk on March 5th, 2014 at 9:30 am

The iMedia Content Summit in Huntington Beach, California (a terrible place, really… don’t you pity the attendees?) features speakers from leading brands, publishers and agencies.  A few notable takeaways from the event so far include:

1.  Effective content is emotional.
Brands know their stories need to be engaging and relevant, but they often forget about the importance of emotional connectivity, explained Christopher Cox, senior manager of global digital marketing for The Hershey Company.  The point was reaffirmed by the Intel/Sharethrough case study on creating and distributing meaningful content, which examined the successful and poignant “Intel for Change” campaign.
2. “Digital marketing is dead.”
Well, not exactly, but as Procter & Gamble’s Global Brand Building Officer Marc Pritchard famously explained in an article for Business Insider, and as Cox reminded us in his keynote presentation, it’s still just marketing.  Don’t be distracted by shiny objects, be it the latest social media platform or the newest Silicon Valley start-up.  Focus on the marketing basics.  Know your audience, and know what you want that audience to do.
3.  Don’t be afraid of user-generated content.
Your fans can be your biggest evangelists.  Encourage their candid discussions and work... Read more

Ringing in the New Year for Mobile: 2014 Predictions

Posted by Uyen Tieu on January 8th, 2014 at 8:50 am

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.

FTC’s Native Advertising Workshop Postscript: Regulatory Forecast Still Unclear

Posted by Fernando Bohorquez Jr. on December 16th, 2013 at 10:00 am

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

Native Advertising Done Right

Posted by Atul Patel on July 9th, 2013 at 3:00 am

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.