Campaign of the Week:

Lex Luthor Jr.: Not Just His Father’s LexCorp

Source: Fortune

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Why we like it:

This sponsored content for the new Batman v Superman movie is a stand out piece in the entertainment category, it includes an interview with the fictional Lex Luther Jr and how he’s turning his fathers business around. It’s a perfect example of the right brand, right format, right publisher and the right audience.

We think this is a great blueprint, for how native content can drive activity in your marketing funnel. Read more about it here.

Quote of the Week

Native advertising works far more effectively in many cases than display in driving attention with readers.”

 

– Nick Denton, Gawker Media

 

News:

Gawker gets one-third of its revenue from native and e-commerce

Gawker announces that it gets one-third of its revenue from native ad and commerce-driven sales, which it calls “performance advertising.” The classic interruptive advertising model doesn’t work with Gawker’s millennial readers, who “don’t want to be sold, they want to be entertained,”.

Source: Digiday

 

Publishers Worry That Native Ads Are Vulnerable to Ad Blocking

This is  the big catch for publishers is that native ads are not necessarily immune to ad-blocking software.

Related article: Native ads served by third-party ad tech could be blocked

Source: Wall Street Journal

 

Apple Approves An App That Blocks Ads In Native Apps, Including Apple News

It’s unclear if Apple is setting a precedent, or has only accidentally allowed the approval of a new app.

Source: TechCrunch

 

New York Times Plans to Make Its Mobile Ads More Native, Less Interruptive

On mobile, native ads are viewed 53% more than traditional banner ads.

Source: Adage

 

Introducing the Accelerated Mobile Pages Project, for a faster, open mobile web

Google is now announcing a new open source initiative called Accelerated Mobile Pages, which aims to dramatically improve the performance of the mobile web.

This is also supported by Twitter, that is now announcing “Moments, the best of Twitter in an instant”.

Source: Google

 

Medium partners with publications like The Awl and Fusion, and more native ads are on the way

Medium is partnering with several publishers: The Awl, Discovery, Fusion,Steven Johnson’s How We Get To Next, Mic, MSNBC, and Travel + Leisure. “You’ll see them using our new tools to drive discussion around exciting original and distributed content initiatives.”

Source: Nieman Lab

How to win at native

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