Native advertising may be known as rehashed advertorials, but it is undeniable that it is gaining momentum in digital as more advertisers and publishers are swarming into adaptation. Owing to its objective to blend in, Native as an emerging format as garnered quite a lot of flak with debates surrounding new media’s integrity – particularly that of news outlets. However with traditional banners days numbered, content seems like one of the more feasible approaches to digital advertising. This month’s Digital Roundup looks at the good, bad, how-tos and future of native advertising.
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A CMO’s Guide to Native Advertising
Native advertising is now increasingly the de facto way that brands digitally promote the content they’ve created. As the structure for Native gets more defined, Francis Turner writes about what all CMOs should be aware of content creation these days.
Defining the Programmatic Native Rulebook & Avoiding the Pitfalls of Over-Regulation
Native programmatic has arrived. Mike Harty, a ExchangeWire columnist, accepts the need for regulation in the native advertising space, but argues that a line must be drawn somewhere to maintain the unique value of the offering.
The Programmatic Era of Native Content: 5 Ways to Maintain Quality in Native Ads
The IAB has released OpenRTB 2.3 few months ago, the first set of programmatic guidelines for in-feed native ads, shaking up the process of real-time bidding and automation. Native ads give publishers the unique opportunity to monetize their sites, but upholding their editorial standards will remain a challenge. However, there are a few precautions publishers can take to avoid compromising quality
Is Native Advertising “Repurposed Bovine Waste”?
Last year, Last Week Tonight host John Oliver of Daily Show fame suggested that native advertising was “repurposed bovine waste.” But despite the fact that millions watched his 11 plus minute rant, spending on native ads continues to skyrocket. Was Oliver wrong?
You’ve Heard of Banner Blindness; Get Ready for Content Blindness
When digital took off, display ads soared; then consumers grew weary of banners. Now, nearly every brand, agency and publisher is creating an abundance of content, with an abudance of channels. As advertisers rush in, looking for new ways to reach consumers skeptical of conventional marketing, that rush could dull its impact.
The Scientific Secrets of Sharable Content: What Buzzfeed, Malcolm Gladwell & #TheDress Have in Common
We create content to be shared – and the truth is there is compelling science behind the success of shareable content. Jeff Goins goes in depth into the secrets of creating sharable content, and the science of why we can’t seem to resist click bait titles.
SXSW: The future of Native Advertising
If you follow news from SXSW, you might have heard of this feat from Ex Machina’s marketing team. From being catfished on Tinder to retiring the term “native advertising,” panelists weigh the future of content.