Campaign of the Week:
Source: New York Magazine
Why we like it:
This is one of our favourite NY Mag sponsored pieces to date. It’s sponsored by TNT’s new cop-and-crime series Public Morals (set in the 1960’s). The connection to the content is made through imagery of how New York City’s culture has changed dramatically over the last 50 years. A brilliant example of how the right brand, publisher and subject can connect through strong native content.
Quote of the Week
Knowing that a click won’t take me out of my inbox may now actually get me to open these ads”
Starting today, Google is making it easier for all advertisers to buy these ads. Advertisers can now buy these new Gmail ads directly from AdWords. For Gmail users, these ads will work very differently from the type of ads Google first introduced for Gmail and they will appear both in the mobile versions of Gmail and on the web.
Mic CEO Chris Altchek should be freaking out right now. Apple’s plan to let people use ad blockers when browsing the web on their iPhones and iPads could hurt his four-year-old news site more than most publishers.
Allrecipes continually proves content and native advertising fuel search engine advertising and marketing. Meredith’s foodie Web site Tuesday officially rolled out a variety of options for advertisers, such as the ability to search for recipes by ingredients and native advertising in the recipe feed intended to lead consumers to nearby grocery stores to pick up any missing ingredients. The content also serves up in search engine queries to lead recipe hunters back to the site.
Although Netflix is largely responsible for the popularity of the online video streaming industry today, over the past five years, they have needed to continually adapt and become more innovative with their marketing tactics to maintain their position as a disruptive force.
With the rising cost of licensing new content and heavy competition from the likes of HBO, Amazon, and Hulu, Netflix has adapted their business model to focus more on creating branded content of their own. In part due to their owned media successes of House of Cards and Orange Is the New Black, Netflix held the top spot with a 36% share of the online streaming industry.
Facebook is testing a new, content-heavy mobile ad that wraps a lot of the company’s existing ad formats like image carousels and autoplay video into one product. The ad looks like a Facebook post, but opens into a full screen ad that operates like a mini version of an advertiser’s website, allowing users to scroll through multiple pages of videos, images and text.
Each month Nudge looks into Native content within different categories to find out which content styles and publishers perform the best. It’s a chance to see what others are doing within your category and take learnings for your next campaign. For this report we’ve split out the research into content styles and major publishers to look at not just the format of content, but some of the leading publishers within the fashion category to find trends and learnings.