Native Ad Talks NYC – Creating Great Branded Content
Native Ad Talks April 2015

Native Ad Talks NYC – Creating Great Branded Content

3 years ago 0

The Native Ad Talks bring together players from a variety of perspectives who are involved the Native Advertising Ecosystem. Publishers, agencies and tech solutions alike aim to answer all queries related to this burgeoning form of advertising. The second NYC based Native Ad Talks focused on topic of producing branded content. Our panelists broke down the key ingredients to a successful branded content campaign. Giving the journalists’ and publishers’ perspectives, the panel featured Adam Aston (@adamanyc) of The New York Times and Joe Lazauskas (@JoeLazauskas) of Contently. Moderated by Lucia Moses (@lmoses) of Digiday Below are our Key Takeaways from the panelists’ discussion: Setting Expectations for Journalists through education Our panelists main recommendation to those interested in the empowerment of the entire native ecosystem is this: set expectations. To what extent is the journalist held accountable? What if there is backlash? Joe Lazauskas (Contently) notes that, “there is a huge …

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AdWeek 2015

AdWeek Europe 2015 Recap: How Native Programmatic Advertising is Reshaping the Media Landscape

3 years ago 0

The Ad-Tech industry has long debated how native advertising will scale – could native ever combine with programmatic to reach its full potential? At Advertising Week Europe 2015, we hosted a panel of industry experts; asking them how they believe the coming-of-age of native programmatic will affect the industry as a whole.  Here are some of the key take-aways of the discussion… Native Engagement Mike Harty talked about In-Feed ads as “an execution rendering the ad to look – with advertising disclosure – like it belongs in the stream of content on the host site.” By injecting content into the user screen, there is a higher chance of engagement if the content is properly targeted and the creative is good. As opposed to attempting to win user engagement by contrasting with the user experience, this execution attempts to win engagement on the merit of the quality of the content presented …

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Native Advertising - Mike Harty ExchangeWire March 2015

Mike Harty in ExchangeWire, March 2015: The Highlights

3 years ago 0

Last month, our Co-Founder Mike Harty talked to Ronan Shields at ExchangeWire about the growth of native, adding value to the user experience and the benefits of standardization. Here’s a digest of the best bits… On native growth: “…what is abundantly clear is that both advertisers and publishers are heavily adopting Native. According to the IAB, spend hit £216m in the first half of 2014. Furthermore according to AOP figures, publishers have now identified Native as their principal new business opportunity. Combined, this shows the rapidly growing appetite and opportunity in Native from both buyers and sellers.” “Native advertising is an opportunity to rewrite the playbook… It’s a chance to say: ‘If we want digital advertising to work optimally, we need to figure out ways to add value to the user experience.’” On transparency and the user experience: “Native should deliver end-user value, not detract from it… Programmatic Native will …

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Measuring branded content - native advertising blog

Measuring Branded Content Engagement: Understanding Bounce Rate’s Fine Print

3 years ago 0

GUEST BLOG WRITTEN BY VITALY PECHERSKIY, CO-FOUNDER AND COO OF STACKADAPT. Follow Vitaly (@vitalypecherski) and StackAdapt (@StackAdapt) on Twitter.  The Custom Content Council estimates that nearly $44bn will be spent on branded content this year (The Guardian). A big topic of discussion is not only content creation, but also content distribution. When it comes to distribution, the important questions to consider are, have you reached the right audience with this content and has the content produced the desired impact? While the topic of reaching the right audience is fundamental to this discussion, here we’ll focus on the one metric that an overwhelming number of marketers use to measure engagement with branded content: bounce rate. Bounce rate is commonly defined as the percentage of single-page sessions. It means that if a user arrives at your content, but doesn’t click to another page (regardless of how long they spent on this page), …

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Native Ad Talks - How to Win at Native

How to Win at Native: Four Tips to Get You Started

3 years ago 0

GUEST BLOG WRITTEN BY BEN YOUNG, CEO OF NUDGE ANALYTICS.  Follow Ben (@bwagy) and Nudge (@Giveitanudge) on Twitter.  Last week, we hosted our inaugural native ad panel in partnership with PowerLinks. This month, we focused on how to win at native through distribution. While planning, we realized this is the first event that many of our attendees would have seen on the topic, so we would be best to keep it practical. Shareen Pathak at DigiDay was first to come onboard as our moderator. As Agency & Brands Editor at DigiDay her focus is what do brands care about. This served as a natural and great starting point for discussion. For our panelists; John Chan from Native Lift first came to mind. His background includes a stint at Buzzfeed and before that, starting his own PPC agency Reprise Media (acquired by IPG). Native Lift provides content amplification to publishers. So they sit …

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WATCH: PowerLinks’ CIO Mike Harty on the Big Data panel at IAA 75th Anniversary Leadership Forum

3 years ago 0

At the IAA Leadership Forum 2013, a panel of assembled advertising industry technology experts discuss the various developments around big data, small data and metrics. The panel, including Mark Bulling, Lead Custom Insights, Facebook;  Simon Halstead, Director Microsoft Advertising Exchange, EMEA, Microsoft and Mike Harty, the co-founder and CIO of PowerLinks, discuss the future of data, short and long term strategies and best practices. What is data now? What does success look like for the companies that are harnessing and leveraging their data resources? Watch the video to find out.

Native Advertising Landscape

5 Key Factors Shaping the Native Advertising Landscape

3 years ago 0

Just over a year ago, the captains of the media industry gathered in Palm Springs for the IAB’s Annual Leadership Meeting 2014. Incoming Chairman Vivek Shah took to the stage announcing the 20th birthday of the banner ad—a landmark moment providing pause for reflection. Faced with the devaluation of the digital economy’s mainstay, the agenda was clear…the industry must collaborate to tackle the challenges of fraud, adopt progressive metrics including viewability measurement and “insist on more creativity and less clutter”. Running in parallel with the sobering realities of declining display CPMs, a new initiative was gathering momentum. Innovators including Facebook, Buzzfeed and Forbes had embraced responsive design and uncluttered user experiences to suit a 4 screen world. These adopters had turned their focus towards sponsored content and custom advertising formats situated “in-feed”; designed to connect consumers with brands through equally responsive and intuitive user experiences. Native Advertising had arrived. Its …

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Native Strategy: Learning from the Mistakes of Display

Native Strategy: Learning from the Mistakes of Display

4 years ago

Native advertising gives us a chance to re-write the online advertising rulebook by allowing us to come up with de-facto industry solutions and standards that will restore faith in online advertising across all major stakeholders. Identifying the Challenges As we prepare to enter 2015, it is clear that display advertising is increasingly suffering from an image problem. It is plagued by fraud and low creative standards. Traditional display advertising is becoming a dinosaur in an increasingly “˜mobile first’ world, where often the real estate simply does not exist in which to serve traditional banner ads. It is also undermined by poor performance. The Click Through Rate (CTR) is a much-maligned measure of advertising effectiveness – an entire topic of debate in its own right – but the reality is that for Direct Response (DR) advertisers especially, this remains a core Key Performance Indicator (KPI). Berating the KPI serves only to …

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PowerLinks Native Programmatic Advertising

Programmatic Native: Making It Work For Everyone

4 years ago

After a year of debating the definition and musing over its potential, native advertising has finally found its place in the digital advertising ecosystem. Publishers are steadily adopting this new revenue stream and countless advertisers are eagerly exploring the opportunity. This rapid growth has caused fragmentation in the native marketplace, leading to limitations of scale, standardization and diversity. What has caused native advertising to gain such traction? Does it work for every player in the landscape? And how can we overcome the teething problems to realize the full potential of native? The broader appeal of Native Native advertising is drawing growing interest and new budgets from a variety of previously limited demand sources. There is significant interest from search agencies due to the ability to target and optimize keywords, as well as transact on a CPC basis. This provides an alternative supply source for search budgets. Content Marketing agencies also see …

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PowerLinks Native Ad Strategy

Publishers: 5 Considerations for your Native Advertising Strategy

4 years ago

In today’s ever evolving ad marketplace with razor thin margins, publishers are constantly pressed to find the best short term and long term monetization opportunities. Native advertising continues to provide accretive revenue opportunities to large and small premium publishers. According to a study by Hexagram””62% of publishers have utilized some kind of native advertising and the revenue continues to grow exponentially year over year (BIA Kelsey). Recently, New York Times reported a 16.5% growth in digital ad revenue””much of which was driven by native advertising. Being that native advertising is relatively young and there are already over 50 companies dedicated to providing technology and sales, it can be extremely difficult for publishers to plan and choose a long-term native advertising strategy. It’s important to start (or re-evaluate) this process by asking yourself 5 initial questions:   Sales: What is the strongest Native Advertising Sales Strategy? It is important to determine …

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