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Pedro Gonçalves

Do Native Ads Work? | Adweek - 0 views

  • say ads that are disguised as content have higher click-through and engagement rates than intrusive banners because they’re contextual and have quality conte
  • a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s promoted tweets, "Sponsored Stories" on Facebook, and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.
  • 45 percent found promoted tweets misleading, while 57 percent and 86 percent said the same about sponsored stories and video ads, respectively.
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  • There's no way to compare the results to people's views on standard banners, because Harris didn’t ask respondents about that format. It did, however, ask the same questions about infomercials and print advertorials, with similar results.
  • We’re not saying native doesn’t have a place in a marketing mix. We’re saying, that’s not the most effective way to build a brand.”
  • Of course, there are issues with self-reported surveys, especially one that requires participants to be honest about their views about something as divisive as advertising.
  • It’s also worth noting that Harris showed respondents generic examples of sponsored stories, not examples of actual sponsored stories people are served on their own Facebook news feeds, where the ads are aligned with their personal experiences and preferences.
  • “Engagement rates with sponsored stories are substantially higher than other ads on the site, and typically, [people] engage with things they find relevant and interesting,” Bruich said. “We do not see any evidence that they negatively impact people’s experience on the site.”
  • the results also conflict with joint research by Nielsen and Facebook that found that overall, social ads—those served to Facebook users whose Facebook friends are fans of, or interacted with, the advertised brand—generated a 55 percent lift in recall over non-social ads.
  • a new survey due out today by Harris Interactive for MediaBrix, a social and mobile ad firm, says otherwise. Harris asked online adults what they thought about three native ad formats—Twitter’s Promoted Tweets, Sponsored Stories on Facebook and video ads that appear to be content. According to the survey, a majority found the ads negatively impacted or had no impact on their perception of the brand being advertised.
  • People had the strongest reaction to sponsored video ads, with 85 percent saying they
  • negatively impacted or had no impact on their perception of the brand. Sixty-two percent said the same of Promoted Tweets and 72 percent of Sponsored Stories. The survey also revealed that 45 percent found Promoted Tweets misleading, while 57 percent and 86 percent said the same about Sponsored Stories and video ads, respectively.
Pedro Gonçalves

Is Native Advertising Just Another Term for 'Good Advertising'? - 0 views

  • consumers looked at native ads 53% more frequently that display ads, and 32% of respondents said they would share a native ad with a family member.
  • Does that mean those consumers will buy more of the products being advertised? The report claims an 18% lift in purchase intent for native advertising vs. banner ads. Cristina Heise, VP of ad agency gyro Cincinnati, says that ringing up a sale isn't necessarily the purpose of a native ad. "Most of marketing is about repeat exposure and conditioning associating an experience with a brand," she says.
  • Heise's view, native advertising "goes native" in the sense that it adjusts to its surroundings. That doesn't mean a BuzzFeed ad unit necessarily, though. Heise says a compelling fashion ad in Vogue could be considered native advertising.
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  • The more you delve into it, the more "native" seems to be a synonym for "good" with regard to advertising.
Pedro Gonçalves

The Washington Post Borrows from Editorial Side for Native Ads | Adweek - 0 views

  • The Washington Post. Its native ad program, WP BrandConnect, is adopting the multimedia, longform template that’s been used in the newsroom for features like this one. 
  • This isn't the first time the sales side has peeked over the proverbial Chinese wall to get inspiration from the editorial side. The New York Times has done it via its Idea Lab. The Post has an Ad Innovations team that sits in the marketing group but looks for inspiration in the newsroom. 
  • Publishers have been slow to migrate their native ads to mobile devices, despite native being seen as the solution to ineffective and poorly paying display advertising on mobiles. Nearly half of the Post’s online traffic comes from mobile devices
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  • The New York Times, for another, launched a new native ad unit on its desktop site in January, but a rep said it’s not expected to roll out on mobile for another few months.
Pedro Gonçalves

People Prefer Big, Interruptive Web Ads | Adweek - 0 views

  • While the online ad industry falls deeper in love with native ads that fade into the background of Web pages, consumers prefer ads that get in their face by taking over their computer screens. At least, that’s according to a new study on high-impact ads conducted by Ipsos ASI on behalf of Undertone.
  • It’s perhaps not surprising that Undertone and Ipsos found bigger ads drove more brand recall, since consumers are likely to remember big ads that interrupt their Web surfing. But it is surprising that respondents said they liked full-screen takeovers the best. These ads received likability scores that were 30 to 49 percent higher than standard display units, according to Undertone
  • One word of caution: This study primarily focuses on display ads—that is, it compared high-impact display ads with standard banners. Native was not part of the research. It would be interesting to see what consumers thought of native ads vs. full-screen takeovers, if given the choice.
Pedro Gonçalves

BIA/Kelsey Predicts Social Native Ad Market Will Double By 2016 | Adweek - 0 views

  • paid social media advertising will increase from $4.6 billion this year to $9.2 billion in 2016
  • "native" ads running on social media sites—contextual promotions that are baked into sites in a customized fashion—will total $1.53 billion this year while growing to $3.85 billion in 2016
  • During that time, BIA/Kelsey prognosticates, social display ads will grow slightly slower, lifting from $3 billion to $5.4 billion. It's the first time the 25-year-old company has broken out social native versus social display spend.
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  • Local social advertising will total $1.1 billion this year, BIA/Kelsey reports, compared to $3.47 billion in national spend. By 2016, the Chantilly, Va.-based firm predicts, local social will nearly triple, to $2.95 billion, while national will nearly double to $6.26 billion.
  • Meanwhile, per BIA/Kelsey, general local media spend will grow from $134.6 billion this year to $147.1 billion by 2016.
Pedro Gonçalves

Let's Talk About Why Yahoo Really Bought Tumblr: Native Advertising - ReadWrite - 0 views

  • what is native advertising? A quick, simple definition: It's an ad whose form and delivery is identical to the content environment in which it is served. The opposite, in other words, of interruptive advertising: billboards, takeovers, and big banners that take up space on the page but don't otherwise relate.
  • Native advertising is not without its controversies. A big one is the learning curve: Marketers must master each potential advertising environment and learn its intricacies, from Tumblr users' love for animated GIFs and the phrase "fuck yeah," to Twitter's peculiar language of retweets and replies to Facebook's maddening algorithms.
Pedro Gonçalves

Instagram-Omnicom Deal Signals the Future of Digital Advertising | Adweek - 0 views

  • the partnership is a very public acknowledgement of the industry’s faith behind investing in a more visual, native approach to advertising in response to the emergence of the Visual Web.
  • While Instagram may have been one of the first to lay the groundwork for purely visual content, it is not alone. Every day, more publishers—including Time, Fox News and NBC News—are redesigning their sites in a visual-centric manner and de-emphasizing text. The escalating adoption of mobile has necessitated the change. Images are the way today’s tech-savvy consumers prefer to consume content.
  • Brands will now create and design ads with the clear objective of having this branded content be shared exponentially.
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  • Instagram may be great for some brands, but not a fit for others, as its audience is largely young and female. Over 90 percent of the 150 million people on Instagram are under the age of 35. And of Instagram's 150 million monthly active users, more than 60 percent live outside of the United States. Omnicom and Instagram must also be careful not to oversaturate the audience with ads or the audience will flee. On a site that is largely based on photo sharing, with no firm editorial context, it will be a challenge to ensure the ads fit into the context of the user’s feed and be relevant. Even if it is beautiful and not disruptive, if it is not providing value, it will not be effective.
Pedro Gonçalves

The Infinite Grid · An A List Apart Article - 0 views

  • Creating a layout is like doing a jigsaw puzzle; you have a bunch of pieces and you have to figure out how they should fit together.
  • designing native layouts for the web—whatever the device—we need to shed the notion that we create layouts from a canvas in. We need to flip it on its head, and create layouts from the content out.
  • When designing from the canvas in, the canvas dimensions are the constant on which the whole grid is anchored. Everything is sized and positioned relative to them. Designing from the content out means finding a constant in your content—be it the ideal measure of a paragraph or the dimensions of an ad unit—and building your grid out from there to fill the space available.
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  • Fluid layouts are often compared to water, but water isn’t always fluid. H2O has three different states, and depending on the temperature can be a solid, liquid, or gas, transitioning seamlessly from one to another at specific points (0ºC, 100ºC). An infinite grid also has multiple states (single column, multi-column, etc.), and should transition as seamlessly as possible between them at specific breakpoints as well. For example, just as ice is an appropriate state for water when the temperature is low, a single-column layout may be the appropriate state for an infinite grid on smaller devices. Water’s state change is caused by the rearrangement of its molecules. When an infinite grid changes state, we rearrange its components.
  • Each state in a responsive layout tends to be made up of the same components, such as an image gallery or navigation menu. However, as Ethan Marcotte recently outlined, the form these components take can vary dramatically between one state and another, usually involving a change in one or more of the following attributes: Hierarchy: What’s its order and prominence in the layout? Density: How much detail do you show? Interaction: Should it be a list of links or a dropdown? A carousel or a group of images? Width: Is it fixed (a specific width), flexible (set with max-width), or fractional (set with percentages)?
  • Pixels size an element relative to a particular resolution Ems size an element relative to its font size; large rems size it relative to the document’s base font size Percentages size an element relative to its container VH and VW units size an element relative to the viewport
  • Absolute units like pixels effectively give a layout a sell-by date, locking it to a finite resolution range in which it will “work.” Proportional units (ems, rems, and percentages) enable you to define the important relationships between elements, and are a crucial first step on the road to resolution independence.
  • lets say my largest state is 75em wide (any larger and the white space starts to dwarf the content), and my smallest is 34em (any smaller and the measure is less than optimal). In the largest state it makes sense for my navigation to be a horizontal list (interaction) at the top (hierarchy), but in the smallest state it might make more sense to move it to the bottom of the layout (hierarchy), or collapse it into a show/hide list (interaction). Designing these independently of one another helps you be more objective about what is best for each state, rather than stretching a one-size-fits-all solution across every state.
  • Just like water changes to steam when its molecules get too far apart, one state should change to another when the relationships between its components begin to break down, such as when the measure is getting too wide, or the left-aligned logo is getting so far from the right-aligned menu that the visual connection between them is broken.
  • The number of states you require will depend on how much your layout changes from one extreme to the other. For example, my smallest state has a single column with a collapsed menu, and my largest state has three columns and an expanded menu. However neither state looks quite right between 34em and 53em, so I’ve added an “in-between” state which maintains the smallest state’s single column article, but expands the menu and divides the footer into three columns to make the most of the space available. This smooths out the transition from one extreme to another quite nicely.
  • With each state change, remember to reconsider the hierarchy, density, interaction, and width of each component
  • the goal is to make the most of the space available, relative to your content, to maximize readability and presentation.
Pedro Gonçalves

U.S. news readers less engaged when referred by Facebook: study | Reuters - 0 views

  • Readers of some of the top U.S. news sites are more engaged when they go directly to the website rather than through Facebook, according to a study from the Pew Research Center released on Monday. The research found that users who come directly to a news site spend about three times as long per visit, or almost five minutes on average. Those who find the news by searching or through Facebook spend about two minutes.Direct visitors also view about five times as many pages per month as those coming through Facebook referrals or through search engines such as Google Inc.
  • yet the research shows that those readers who come to an article or video through Facebook are younger and more fickle in their loyalties.
  • "Even sites such as digital native BuzzFeed and National Public Radio's npr.org, which have an unusually high level of Facebook traffic, saw much greater engagement from those who came in directly."
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  • The New York Times for instance gets 37 percent of its traffic from direct visitors and only 7 percent from Facebook.
  • BuzzFeed receives 32 percent of its referrals directly while 50 percent are from Facebook.
  • "Facebook and search are critical for bringing added eyeballs to individual stories, and they do so in droves," the authors wrote."But the connection a news organization has with any individual coming to their website via search or Facebook is quite limited."
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