The hot story this week is Facebook’s public stance on blocking ad blockers, launching a unblockable format… only to be re-blocked by AdBlock Plus days later… I think we’re only seeing the beginning of this story.
Campaign of the Week:
Source: Atlas Obscura
Why we like it:
Stranger Things is the Netflix show blowing up – and this partnership with Atlas Obscura is a natural fit, sharing with their urban explorers some of the spooky phenomena they’ve come across in cities across the US.
Quote of the Week:
“Ads that fit in with the audience experience are becoming the new normal on the modern Internet.”
Native advertising is not a new concept. From the first advertisement including long-form copy in the early 1900s, to TV informercials introduced in the 1980s, consumers are used to seeing sponsored content. However, digital native advertising as we know it today dates back only to 2011.
CNN International Commercial on Wednesday said it will use Sharethrough software to help it place dynamic native and branded content ad formats in prominent positions across CNN Digital platforms. CNN is angling to use native advertising to optimize the performance of digital campaigns from commercial partners and improve audiences’ experience with branded content on CNN platforms.
Even Facebook says ad blocking is a problem, so it’s going to show ads to people who use ad blockers
Publishers like the New York Times, Forbes and Wired think that ad blockers are a problem. Facebook agrees.The social network says it will start using software to show ads to users who visit Facebook via a desktop, even if they’re using an ad blocker.
In marketing, it’s vital to have an arsenal of tools at your disposal. You can’t expect any one tool to carry all the weight. One tool that has picked up surprising momentum in the marketing industry is native advertising. Have you fully harnessed the power of this robust marketing tool? How does native advertising fit into your marketing toolkit? How can it be combined with B2B PR to make a truly powerful and effective weapon in the marketing field? Let’s take a look.
After months of speculation and intrigue, the bidding war for Yahoo came to an end today with the announcement that Verizon has agreed to acquire the former search giant’s digital assets for $4.83 billion in cash. Under the terms of the deal, Yahoo’s remaining assets, including its non-core patents and stakes in Alibaba and Yahoo Japan, will become part of a publicly traded investment company and rebranded under a new name.
Source: Fast Company
For months, brands have leaned heavily on Snapchat’s biggest celebrities to run under-the-radar campaigns that subtly promote their products in the form of sponsored posts that are seen by influencers’ millions of followers. Now those creators are beginning to mark branded content with disclaimers that adhere to the Federal Trade Commission’s guidelines.
The tide is going out on the majority of so-called “native studios,” the feeding frenzy for publishers to rapidly build in-house offerings to leverage the native advertising trend.The reason? Many are still using native content as a lure to sell more display. But as many marketers assert, it is about the quality and context of the content.