Archive: Jan 2016
South Park reflects on the digital generation to date – what is really happening in the world of sponsored content?
You might not know this, but a few months ago South Park decided to release a couple of episodes about the digital era of marketing, including pop-ups ads, sponsored content and native ads. The episodes got a lot of exposure and… Continue reading
I was reviewing a bunch of Nudge campaigns this morning – and wanted to share three quick things that can be done to improve. Headlines Headlines Headlines Headlines need to be punchy, that doesn’t mean short but a bit more direct in what the user is going to get. Content Length Don’t be afraid to make the content longer, not beefing it up with fluff but just sharing more of the story. There is a strong correlation between increased content length… Continue reading
They key to identifying sponsored content, is looking for the disclosure. Under FTC guidelines, sponsored content has to be obviously disclosed and identified by a reasonable person. In the header, you are looking for a logo or a paid for by. Pre-click, on a feed, near the headline should be a brand logo. If you haven’t found these, it’s not likely to be sponsored content. Why is disclosure important? It’s important that consumers know when something is an advertisement, also… Continue reading
What is the definition of native content? Definition: A piece of content that has been commissioned or paid to be placed on an external website with the view that the content fits and the form and function of where it exists. Sponsored… Continue reading
What is the difference between programmatic and native advertising? Programmatic advertising is the buying of advertising through online software. Native advertising, is simply a new form of digital advertising. Some of the placements are non-programmatic, whilst the industry has been building the infrastructure, however the goal of all native is to be programmatic. So, there is no difference, programmatic is a way to buy ads, and native is a kind of advertising. And that’s what people refer to when they… Continue reading
The big question, what is the difference between native advertising and banner ads? Native advertising is an evolution of the banner ad, as the internet has changed to feeds of information and news, ads to get attention have had to change. i.e. think about how Facebook organizes stories for you. This has changed how we browse the internet, we tend to go to a destination, then open lots of links from there. On the measurement side this has meant metrics… Continue reading
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