I spoke on a Spark Foundry panel yesterday, it was a good reminder that many brands are yet to even get their feet wet in native content. Which segways into the Business Insider story – around how brands are shifting to direct buys than programmatic.
Tied to that, the secret of Google & Facebook: self-serve. Not enough native today is self-serve… that must change.
Notable Stories this Week
- Brand safety concerns boost native.
- NY Times & WSJ are working together to fight Facebook & Google. It’s called the New Media Alliance.
- Self-serve is key to growth. Driving factor in the dollar's growth of search and social is the low barrier to entry. Self-service advertising portals allow many more small and medium-sized advertisers to participate with little help from agencies or special tech tricks.
- The number of advertisers running programmatic ad campaigns declined by 12% Y/O/Y in Q1. The quality challenges are driving advertisers to more direct opportunities.
- Instant Articles lets you put an Email Subscribe at the top of the content.
- LinkedIn is rolling out native video. Huge for B2B ad dollars.
- FB about to open ad gate on Messenger.
- CommuteStream offers native ads on transit routes (via their apps). Transit Marketing.
Campaign of the Week
- On DigiDay for Wrights Media, How publishers can stop leaving money on the table with content licensing.
- "Advertisers will keep spending more on native because it outperforms traditional ad units," he explained. "Audiences look at native ads more frequently than non-native, and buyers are investing accordingly." – Todd Krizelman, CEO and co-founder of MediaRadar.
Datapoints of note
- The number of advertisers buying native formats has leaped 74% between the start of 2016 and Q1 2017.
- (30%) of marketers describe their branded content as "inconsistent”.
- [And same study] Six out of 10 campaigns are briefed and delivered within just four weeks.
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