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Archive: May 2015

This Week in Native Ads 05/29

Campaign of the Week: Gillette – Summer Getaway Essentials We’ve rounded up a few summer getaway essentials that you shouldn’t forget to pack—from swim trunks to a subscription to the newly revamped —so you can relax and get dirty on the weekend but roll up to work looking fresh-faced and conference room-ready come Monday morning. Why we like it: This is a great example of well executed sponsored content. Gillette has paired… Continue reading

Ben Young
Ben Young
May 28, 2015

This Week in Native Ads 05/22

  Campaign of the Week: Red Nose Day – 10 Fun Ways You Can Raise Money For Charity Right Now Get started now. There’s no time to wait… Red Nose Day is today! Use your creativity to come up with a silly fundraising idea before it’s too late! Even something small can help change children’s lives around the world.   Why we like it: May the 21st is Red Nose Day. The… Continue reading

Ben Young
Ben Young
May 21, 2015

How to Produce the Best Native Content, from Some of the Best in the Business

  We recently hosted our second native ad talks, this time talking Content Production. Moderated by Lucia Moses, our panelists were Adam Aston (Editorial Director the NY Times T Brand Studio) and Joe Lazauskas (Editor, Contently). During the evening, they shared insights, on how to produce the best native ad content. What was clear from the conversation is that everyone around the table wants the best work. This boils down to a few things, clear objectives, getting the right talent,… Continue reading

Ben Young
Ben Young
May 20, 2015

How to Produce the Best Native Content, from Some of the Best in the Business

We recently hosted our second native ad talks, this time talking Content Production. Moderated by Lucia Moses, our panelists were Adam Aston (Editorial Director the NY Times T Brand Studio) and Joe Lazauskas (Editor, Contently). During the evening, they shared insights, on how to produce the best native ad content. What was clear from the conversation is that everyone around the table wants the best work. This boils down to a few things, clear objectives, getting the right talent, being a good client and giving it the time it needs. What follows is a synopsis of the discussion. In the end is a link to the video & audio, with time stamps to particular topics. How to be the dream client Adam talked about how the stars aligned for the creation of the Orange is the New Black piece, the key things for as he put it the dream are to: – Come to the table with clear goals for the content – Realize this is a quality game; give your team the time to gestate – Provide constructive feedback – Bring data and/or topic areas to the table, it helps – Be comfortable with the article mentioning competitors, it has to draw people in   The flipside of this too is publishers doing their part; both panelists spoke to this from their experience as Editors.   How publishers get the best work Involving brands in the content creation process does put a spanner in the works, so publishers have to reflect that. – Hire the best talent – Don’t just throw your team at the whim of the brand, maintain editorial standards – Be upfront around your code of ethics or conduct to establish how you produce native – Continual feedback with client, not just at the end – Develop understanding of different markets regulations for marketing messages – Develop processes for clearing data & image rights for advertising purposes, some industries are more regulated than others – Arm yourself with data to make recommendations   Watch the full video or audio to get the whole conversation, or review the timestamps for key parts of the conversation. If you’d like to attend future native ad events, follow @giveitanudge on Twitter.   Thanks to PowerLinks for sponsoring the talks.   <soundcloud embed> — You can jump ahead to particular topics, at these timestamps: 4:15 Quality is key 5:15 having your goals set in the beginning 5.55 How to hire for native 9:26 How to protect journalists 15:12 The dream client 16:12 Orange is the new black setting the standard 18:18 How quizzes actually help a brand articulate a message 20:00 Once produced putting… Continue reading

Ben Young
Ben Young
May 19, 2015

This Week in Native Ads 05/15

  Campaign of the Week: The 30-Minute Recharge: NYC We call it the city that never sleeps for a reason: Life in the Big Apple unfolds at breakneck speed. Down streets, through subways, and on buses, everyone’s in a rush to get to the next big moment Why we like it: In response to the Shot on a iPhone campaign, Samsung takes us to local spots to unwind and shows us the… Continue reading

Ben Young
Ben Young
May 14, 2015

This Week in Native Ads 05/08

Campaign of the Week: The Worlds First Digital Taco If you’ve ever angrily swiped through your emoji collection looking for a happy little cartoon taco, you know the feeling of frustration that comes with discovering that taco emojis haven’t been invented yet. Thank the heavens, then, that justWink, American Greetings’ unexpected and bold greeting card brand, just launched their very own Apple Watch app with the ability to send your friends digital tacos (they call it a taco… Continue reading

Ben Young
Ben Young
May 7, 2015

How do you separate out the value of the publisher and the value of the content?

When dealing with paid content, a big question is, what am I getting for my money? This often distills into two components 1) The value of the publishers audience. 2) The value of the content produced. Nudge measures native ad content day in/day out, so we are often having this conversation. We also see how different content performs on the same publisher and sometimes how the same content performs across different publishers. Here are some of the learnings. How to… Continue reading

Ben Young
Ben Young
May 5, 2015