The Best KPIs for Measuring Native Video Engagement
Once upon a time in the world of mass media, ‘broadcast’ was the name of the game. The most successful advertisers were the ones that could reach the widest audience at the most efficient price-points. But years of market research soon revealed that broadcast campaigns were less effective than marketers originally thought. More and more consumers were using commercial breaks [...]
In Full Disclosure: Why We Love Transparency in Native Advertising
People generally like to know what they signed up for. No one likes to pour a glass of bourbon only to realize that it’s actually apple juice. Sure, a lot of people love apple juice. But what an off-putting surprise they’ll be in for when they sit down to enjoy their Old Fashioned only to realize it’s made of apple [...]
3 Dimensions of a Strong Cross-Platform Native Video Strategy
One of the biggest challenges in marketing today is the fact that human attention spans are getting shorter as time passes and channels for reaching consumers are becoming more fragmented. The amount of content online today is almost immeasurable, and people have access to infinite distractions. In addition to investing in owned channels, brands need to give careful consideration to [...]
Ad Blocking: the Arch Nemesis of Advertising—Or Is It?
Ad blocking is the arch nemesis of all marketers who are fortunate enough to have a budget for running paid campaigns (talk about making our jobs even more complex than they already are, right?). When we put our consumer hats on, it’s justifiable why this technology exists. Consumers have been dealing with years of scummy advertising practices ranging from free [...]
Why Brands Should Take Risks With Sponsored Content
We are no longer in an era where the value of content for brands is questionable. The need is so great that every big digital publisher has its own team or partnership dedicated to creating it. The question isn’t whether brands need content; these days, the more important question is, How does that content rise above the noise? The answer [...]
The 3 Biggest Untapped Opportunities in Native Video Advertising
Native video ads are becoming a core strategy for brands and publishers across the board, and the reason why is self-evident: storytelling, in all forms, is a powerful way to build authentic human connections. Thanks to emerging syndication, video seeding, and targeting technologies, the native video space is booming. What was previously impossible to balance—a tough-to-achieve combination of personalization, powerful [...]
Native Ads Becoming Core Strategy
“We’ve been tracking a shift in ad-buying behavior where native advertising is moving from an experimental strategy to more of a core strategy,” Giant Media’s VP of Operations Ben Arnold said. “It’s clear that the brands that have tried native advertising were pleased with the results, which is why they’re increasing their spends, and this validation seems to be encouraging [...]
Fool Me Twice? Go Native Before It Goes Social!
Do you remember back just a few years ago when it was much easier to advertise effectively on the social networks? You know, the time before everyone and their brother found out they could self-serve Facebook ads for their mom and pop business? This year may very well be your last chance to capture that same golden opportunity with native [...]
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