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What Makes Effective Native Advertising

IDG Global Solutions

Native advertising is a new term but its roots are in advertorials, sponsored content, and the broader term of custom publishing. Former Network World CEO and long time editorial executive, John Gallant, provides guidelines for native content that attracts readers.

Gallant spoke with IDG Communications Director Howard Sholkin…….

Native Advertising Rules of the Road

IDG Global Solutions

Native advertising can be controversial because the sponsored content is made to blend in more with editorial than typical online ads. IDG Communications Chief Content Officer, John Gallant, helped write rules for native within IDG media sites.

Gallant explained to IDG Communications Director Howard Sholkin how native content is produced in IDG and what needs to be done to separate it from editorial….

Webinar: Defining and Mapping the Native Advertising Landscape, with Rebecca Lieb

Altimeter

As a follow-up to her recent Altimeter report, “Defining and Mapping the Native Advertising Landscape,” Rebecca Lieb answered the questions: What is native advertising and, by extension, what is it not?

 

This webinar also addressed product offerings and positioning from the native advertising triumvirate: publishers, technology vendors, and social media platforms. What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls?

 

View the webinar now

LinkedIn goes wide with media content, native ads

USA Today

SAN FRANCISCO — LinkedIn CEO Jeff Weiner wants a piece of the media action.

The professional network, generally regarded as a venue for job-seeking and recruiting, has morphed into a daily destination to read, share and comment on news. If it sounds a little like Facebook and Twitter, it is. And so is the advertising approach.

“There is a lot of content. Our job is to package up the most relevant content we can find for members,” Weiner said on stage earlier this month at a tech conference in San Francisco.

And people are checking it out. Pageviews have shot up 69% from a year ago. But LinkedIn executives won’t call the company a media business. That’s because only about a quarter of its revenue comes from ads. Recruiting is still the major revenue source.

But like many other media and tech companies, it is trying to make its mark with native advertising, the hottest trend of the moment for marketers — and publishers. LinkedIn joins an advertising craze embraced by Facebook, Twitter, Google, BuzzFeed and even The New York Times.

What’s at stake is social network ad-spending dollars, expected to rocket from $7.3 billion in 2012 to $14.5 billion by 2015, according to eMarketer.

Continue reading…

Infographic: Audience and Marketer Insights on Digital

IDG GlobalSolutions Color Infographic: Audience and Marketer Insights on Digital

SEE HOW EVOLIVING AUDIENCE PREFERENCES FOR CONTENT-LED EXPERIENCES ARE CHANGING HOW MARKETERS LEVERAGE ONLINE MEDIA. AUDIENCES ARE ENGAGING ONLINE WITH INCREASED SELECTIVITY -  SEEKING CONTENT-LED EXPERIENCES FROM WHICH THEY CAN EXTRACT INSIGHTS, KNOWLEDGE, AND ENTERTAINMENT.

 

Jason Digital2 Infographic: Audience and Marketer Insights on Digital

 

Native@IDG Services Integrate Advertiser Content with Editorial and Social Web

Native@IDG Campaigns Bring Digital Marketing Closer to Technology Buyers

FRAMINGHAM, MA—March 28, 2013—Are Native@IDG services multimedia custom publishing, content, brand journalism, or social media marketing?  Yes.  Native advertising allows vendors to act as publishers in ways they have never done before.  Native@IDG products and services give tech marketers the ability to present information across media channels based on reader interests.  Native@IDG services are a portfolio of five marketing options across IDG media brands and the IDG TechNetwork  of more than 550 independent sites.

The Native@IDG Portfolio Available Today

            Native@IDG products and services deliver client messaging or specific information related to readers’ behaviors and content consumption.  The offerings include the following:

InFunnel acts as a “reader’s assistant” through the use of contextual and behavioral data.  Quality editorial and advertisers’ relevant content are key across digital channels and content formats to assist users as they plan to make purchases.

NewsCast is the first content recommendation module designed for a technology audience to generate awareness, credibility, and earned media views by aligning a brand with reviews and topics within existing IDG editorial. The module allows brands to recommend content to visitors and then retarget them with high-impact advertising as they travel across the IDG TechNetwork, including content that was originally served on IDG media brands.

Native Blogs live in the editorial blog section of IDG media sites.  Advertisers can host and lead blogs that are accessible and promoted within those sites. Multimedia content can be custom produced as product reviews or related brand information.

Based on IDG research that shows tech buyers seek product videos and often times take action based on them, Video Trigger is designed to stimulate action by serving marketing  messages and an advertiser’s call to action that are relevant to videos as they appear in an ad unit across IDG media and TechNetwork sites.

Flite is a creative partner for Native@IDG products and services.  Will Price, CEO, Flite said: “IDG consistently leads the market in ad product innovation and thought leadership.  Native@IDG is further evidence of how IDG is driving the future of advertising on behalf of its clients.”  IDG TechNetwork’s Ekapat Charleonlarp, vice president, IDG TechNetwork, who worked with Flite to create nanosites (an advertiser microsite within an ad unit) a few years ago, helped build the Native@IDG services.  Charleonlarp said: While most content may be free on the web, a reader’s attention is not. An effective native ad must be relevant and helpful whether it is informative, interesting, and/or entertaining.”

 

Bringing Marketers and Their Prospects Closer than Ever

“Native@IDG services are the culmination of what IDG Communications has been creating and delivering for tech marketers since the early days of the web,” said Matthew Yorke, CEO, IDG Global Solutions.  “As a category leader for tech media serving consumers to professionals and gamers, we have the trust of readers, journalistic expertise, and data collection systems to attract, influence, and sell products regardless of where prospects choose to look for what they want.”

            The Native@IDG portfolio follows a series of new service offerings for tech marketers delivering social, data, and mobile capabilities that have been introduced since late 2011.

About International Data Group
     International Data Group (IDG) is the world’s leading technology media, events and research company. Founded in 1964 and headquartered in Boston, Massachusetts, IDG products and services reach an audience of more than 280 million technology buyers in 97 countries.
IDG Communications’ global media brands include CFOworld, ChannelWorld®, CIO®, CSO®, Computerworld®, ITworld®, CITEworld, GamePro®, InfoWorld®, Macworld®, Network World®, PCWorld®, TechHive, and TechWorld®. IDG’s media network features 460 websites, 200 mobile sites and apps and 200 print titles spanning business technology, consumer technology, digital entertainment, and video games worldwide. The IDG TechNetwork represents more than 500 independent websites in an ad network and exchange complementary to IDG’s media brands.
With expertise in branding, lead generation, and social media marketing, IDG marketing services programs are strategically designed and implemented to influence technology vendor prospects worldwide.
A recognized leader in conference and exhibition management, IDG produces more than 700 globally branded technology and entertainment conferences and events in 55 countries.
International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide global, regional, and local expertise on technology and industry opportunities and trends in more than 110 countries.
Additional information about IDG, a privately held company, is available at http://www.idg.com
Contact:  Howard Sholkin, 508-766-5610, howard_sholkin@idg.com

Trademarks and registered trademarks are owned by International Data Group, Inc.  All product and company names are trademarks of their respective companies.

 

 

Native Advertising Is Bad News

Digiday

Native advertising is a more insidious encroachment into consumer media content than any prior form of advertising. Billions of banner ad impressions may annoy readers, but they don’t misdirect users by disguising the source of the message — and this is exactly what native does. If publishers and marketers aren’t careful, they are going to poison the well of digital ad communications by breaking consumer trust.

First, understand why publishers are so tempted to make native their future. Digital outlets are getting creamed by RTB on online ad inventory that avoids the comparatively high prices publishers charge for ads. If you want to reach a business executive, you could pay The Wall Street Journal a $17 CPM on its website, or you could use DSP audience targeting to reach the same executives at a $2.50 CPM. eMarketer estimates RTB will account for 19 percent of all U.S. display advertising in 2013, and if you factor in the lower costs per impression, that translates to about 44 percent of all online display impressions. (Any publisher saying RTB is substandard ad inventory must now be prepared to explain why nearly half of her inventory is lousy.)

Publishers see native as a way to convince marketers to spend more directly with them — and to charge higher ad rates. Like all marketing intrusions, native has a spectrum of annoyance; I classify it into three categories: “The Frame,” “The Insertion” and “The Misdirection.” At each level, native is growing more problematic.

Read more… 

Native advertising and the role of ‘brand editors’

eMedia Vitals

As publishers add native advertising and other content marketing services to their product portfolios, there’s a growing need for business-side editorial teams to manage this content. Sales teams have staffed editors as part of their custom publishinggroups for decades. But the role of business-side editors is expanding as native advertising programs lead to more commingling of editorial and sponsored content.

Publishers that are experimenting with or considering a native advertising program may need to invest in a dedicated editorial team to help advertisers develop, optimize and publish content. Deploying “brand journalists” on native advertising projects – separate from the rest of the editorial staff – will also help publishers protect their own brand from thinly veiled press releases or other low-quality drivel that advertisers submit under the guise of “real” editorial.

There’s an urgency to get this right. In a recent study from Econsultancy and Adobe, content marketing was deemed the top priority for 2013 among digital marketers. And native advertising – in which branded content is published on third-party media sites – is quickly becoming a key piece of brands’ content marketing strategies.

Read more…

Where You Can Go Right, And Wrong, With Native Ads

TechCrunch

There has been a lot of talk in the digital media trade press about native advertising and the opportunities for advertisers. Yet, much less has been written about the opportunities and implications for digital publishers. But, first things first…

WHAT IS “NATIVE ADVERTISING”?

Native advertising is a concept that gained traction in the digital ad industry in 2012. It refers to digital ad formats that integrate more seamlessly (yet transparently) into website aesthetics, user experiences and/or editorial in ways that offer more value to both advertisers and readers. Put simply, native ads follow the format, style and voice of whatever platform they appear on.

Over recent months, the conversation about native advertising has focused largely on the pros and cons of just one facet of the larger movement: publisher-produced sponsored posts on editorial sites. However, native advertising is an umbrella concept that encompasses much more, starting with Google Search Ads and now extending to Promoted Videos on YouTube, Sponsored Stories on Facebook, Promoted Tweets on Twitter, promoted videos on sites like Devour and Viddy, promoted content on apps like Pulse and Flipboard, branded playlists on Spotify, promoted posts on Tumblr, sponsored check-ins on Foursquare, and brand-video content integrations produced by sites like Men’s Journal and Vice. 

What ties these seemingly disparate ad products together is one common theme: The ad’s visual design and user experience are native to the site itself, and these native ad placements are filled with quality brand content of the same atomic unit (videos, posts, images) as is natural to that site. 

Read more…