TWINA: When is native not native?
 
This week I’m keen to hear your thoughts on the most creative native executions, I’m thinking Cocainenomics, Lex Luthor styles. Those that push the barriers of creativity in the space.
 
Also, after a few requests, we’ve made a group called #NativeAdChats, the point is a group in-between the events and the newsletter.
 

Notable Stories this Week
  • Programmatic native ads now available to all in DoubleClick Bid Manager! This is big. And also, try their interactive tool. And Gabe digs into how native is contributing to revenue growth for DFP clients.
  • WPP buys consulting firm specializing in Amazon. Amazon is the trojan horse in the industry, everyone is trying to peer inside.
  • Content marketing – the new search? By Adam Singolda.
  • When is native not native? ‘Native describes a relationship, not an attribute. Just as no advertisement is acceptable in and of itself, no advertisement is really native in and of itself. An ad unit is native only when it matches the look, feel, user path, and quality standards of the editorial content to which it’s adjacent.’

 

Deals/M&A

 

Campaign of the Week
  • Wedding Registry from IKEA. Helping soon to be weds navigate – what should they get in the kitchen. Part of a wider series on creating a smart wedding registry.
  • [Local example] I like this piece on Philly.com, A beginner’s guide to judging beer, promoting a local event to find Philly’s favorite craft beer. The reason I highlight this, is it shows not all native is about big flashy executions, smart local executions are the long tail of content – and relevant to their audience. Win/Win.

 

Smartest commentary

 

Datapoints of note
  • Taboola data shows online users are twice as likely to enjoy a piece of travel content on their smartphone but are more likely to convert on desktop.
  • Google DFP has had a 7x increase in native impressions since May 2016.
  • Average CTRs are 4x higher than traditional banner ads.
  • MindEdge’s recent study show that 61% of millennials recognize that terms like “promoted” and “sponsored” refer to native ads.

 

Events
  • NativeAdTalks hits London! Massive. A great line up, join the team and share with your colleagues, if there’s demand we’ll do more.

 
That’s it, thanks for reading.
 
Ta,
 
-Ben

 

 

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