The guidelines put native ads firmly in the same category as advertorials, and are designed to help consumers distinguish between editorial and paid content.
According to the IAB and PwC, native and content adspend, including paid-for sponsorships, advertisement features and in-feed distribution, hit £216 million in the first half of 2014, more than one-fifth (21 per cent) of display adspend.
Media owners like BuzzFeed have abandoned display ads entirely in favour of native advertising or content.
The guidelines stipulate publishers must:
Provide “prominently visible visual cues” to show pieces are native ads and not editorial pieces. These could include “brand logos or design, such as fonts or shading, clearly differentiating it from surrounding editorial content”.
Label content to show a commercial arrangement is in place, using phrases such as, “paid promotion’ or “brought to you by”.
Alex Stepney, the public policy manager at the IAB, said: “Paid-for advertising units which are deliberately designed to replicate the look and feel of the editorial content that they appear against needs to be obvious to consumers.
Twitter’s senior director of market research, Jeffrey Graham is always looking for ways to show the effectiveness of ad campaigns on Twitter — surveys, home visits, data models.
One of the more interesting studies involved two groups of people watching the NCAA basketball tournament on television. One group was permitted to bring their phones and tweet all they wanted. The other had to leave their phones outside and somehow manage without a second screen. Both groups had sweat monitors on their wrists and foreheads, a pulse rate monitor, and eye tracking goggles, to track how engaged they were. In comparison with the no-device crowd, the metrics went wild for the group permitted to tweet. “For people able to do Twitter and TV at the same time, there was a huge lift versus people who were just watching TV,” says Twitter’s global president of revenue and partnerships, Adam Bain.
But Graham felt that Twitter could really make a mark using a technology he learned about in an advertising research association’s report. It described how using neuroscience could get you other unavailable data, stuff from the subconscious reaches of people’s minds.
According to this 2014 Tech Marketing Priorities study by IDG Research, native advertising, social media, and video are what’s “hot” in marketing today. Find out what areas marketers will be spending their marketing dollars over the next 12+ months.
Beijing, February 2, 2015 – The latest research report “Ten Predictions of China’s Internet Industry, 2015″ to be released by IDC reviews the major historical events of China’s Internet market in 2014 and predicts key trends worth noting in 2015. Zhang Yanan, Research Manager of IDC China,believes that “the rapid development of China’s Internet industry relies on three major factors: first, China’s Internet industry is gaining more and more attention nationwide and globally; next, China’s Internet penetration is increasing steadily; finally, the — shifting of consumers from the older generation to the younger one and the changes of consumers’ demands prompt personalized brands and products. With this background, IDC predicts China’s Internet trends in 2015 from multiple angles, including industry, products and technologies.
2015 China’s Internet Industry Top10 Predictions:
China’s Internet will infiltrate into the 3rd- and 4th-tier cities, and dividend brought by these new users will appear
China will become the world’s mobile Internet heartland
The destruction and transformation of traditional industries brought by Internet will no longer be a dream
Online-to-Offline (O2O) will assist traditional E-business suppliers to extend their business to personalized services
Cross-border E-business and mobile E-business remain two highlights in the traditional E-commerce market
Pan-entertainment industry with IP license as the core will be put into practice further
Private banks and equity-based crowd-funding will lead Internet financial market
As the main method for mobile payment, QR codes will impact the elderly and housewives
Internet companies will race to capture car networking and car after-service market
Network security will be elevated to the national security level
Among the numerous predictions, IDC suggests industrial readers to pay special attention to the following keywords:
New demographic dividend, personalized service E-commerce, pan-entertainment, QR code payment
Framingham, Mass. – January 5, 2015 – IDG’s CIO—the executive-level IT media brand providing insight into business technology leadership—releases the 2015 CIO Magazine Tech Poll: Tech Priorities (click to Tweet). The poll findings show that a majority of IT leaders (57%) anticipate an increase in IT budgets for the coming year, the highest percent in the past six years, as well as provides insight into how those budgets will be invested.
Results from more than 200 top IT executives reveals that organizations, on average, are seeing an overall increase of 6.2% to their budgets in the coming year, up from 3.9% in November 2012. Edge technologies continue to receive these investment increases.
Garnering more value from organizations’ data has taken over as the greatest area of interest as well as for investments. Currently, 46% of organizations are researching or piloting business intelligence and analytics solutions. Aligning with this, IT leaders plan to allocate more of their budget to this area, with 56% anticipating an increase, up from 48% in 2013. The results show a shift in investments by company size with 65% of enterprise organizations—organizations with more than 1,000 employees—planning to increase investment significantly more than their SMB counterparts—organizations with less than 1,000 employees—(48%). Other edge technologies expecting an increase in budget allocation include SaaS/cloud apps (55%), business continuity/disaster recover (52%), mobile apps (52%), security applications (52%), and enterprise mobility management (52%).
IDG Enterprise partnered with the B2B Technology Marketing Community on LinkedIn to conduct the annual B2B Content Marketing Survey to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Key findings include:
Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education. Brand awareness is now the third most mentioned goal, taking the place of last year’s number three goal: customer acquisition. (Click to Tweet)
Companies with a documented content strategy are much more likely to be effective than those without a strategy. Only 30 percent of companies have a formally documented content strategy. (Click to Tweet)
The most mentioned content marketing challenge is finding enough time and resources to create content. The next biggest content marketing challenge is producing enough content, followed by producing truly engaging content to serve the needs of marketing programs. (Click to Tweet)
Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. (Click to Tweet)
LinkedIn tops the list of the most effective social media platforms for distributing content marketing. The runner ups are Twitter (moving up one rank compared to last year) and YouTube (moving down from second to third place). (Click to Tweet)
This new Content Marketing Report is based on over 600 survey responses from marketing professionals.
According to a new study from Edelman, brands are failing to perform in the areas consumers consider most important to building and maintaining connections with them. The researchers surveyed 11,000 online consumers, in 8 countries, who participated in a minimum of one brand engaging activity in the previous year. The study found that 90% of people want marketers to more effectively share their brands. Yet on average, only 10% of people think any given brand does it well.
Shared dialog is the first step toward brand sharing with people of all ages. On average, 40% of people want the selected brand to engage in more meaningful conversations with them. By age group, share preference is as follows:
Age 18-29 33%
Marketing Charts, in reporting on the study, says that the biggest gap between importance and performance came in the area of “communicating openly and transparently about how products are sourced and made.” While 54% of respondents considered that an important area (Top 2 of 5) for brands to build and maintain connections with them, just 12% believed that the statement applied to the brands in question.
Average time spent with digital media per day will surpass TV viewing time for the first time this year, according to eMarketer’s latest estimate of media consumption among US adults.
The average adult will spend over 5 hours per day online, on nonvoice mobile activities or with other digital media this year, eMarketer estimates, compared to 4 hours and 31 minutes watching television. Daily TV time will actually be down slightly this year, while digital media consumption will be up 15.8%.
The most significant growth area is on mobile. Adults will spend an average of 2 hours and 21 minutes per day on nonvoice mobile activities, including mobile internet usage on phones and tablets—longer than they will spend online on desktop and laptop computers, and nearly an hour more than they spent on mobile last year.
SAN MATEO, Calif., August 2013 – As expected, worldwide tablet shipment growth slowed in the second quarter of 2013 (2Q13), according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. Worldwide tablet shipments finally experienced a sequential decline as total volumes fell -9.7% from 1Q13. However, the 45.1 million units shipped in the second quarter was up 59.6% from the same quarter in 2012, when tablet vendors shipped 28.3 million devices.