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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

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

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

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

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

How Native Advertising Will Change in 2014 | Adweek - 0 views

  • For scale and economic reasons, more advertisers will create their own content and simply use publishers as distribution systems. And, effectively adapting the custom experience to mobile is a must next year, if it isn't already.
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

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

Brands gain traction on Facebook by sharing someecards - 0 views

  • Someecards has worked with companies such as Ford, Bravo, LG and ABC to create branded cards that blend humor with an advertising message that doesn’t feel like a pitch
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