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Archive: Jul 2019

NBCUniversal raking it in
NBCUniversal raking it in

This Week in Native Ads 7/26

I’m exploring the accounting treatment of content, that is if you treat it like an asset, how does or how would that change marketing’s P&L? Typically branded/native content is one off so treated as an expense. But if it’s re-used or has a longer timeframe of economic output does that mean it could be treated as an asset? Especially on the brands owned channels. Has anyone got first hand experience and/or analysis they’ve read? Would love to hear from readers. Continue reading

Ben Young
Ben Young
July 26, 2019
positive graph
positive graph

Guide to Content Measurement

Most marketers are measuring content wrong. Instead of challenging the team and putting a measurement in place, often teams just take what they’ve got. Rather than spending the time to get what they need. To create effective content day in, day out, teams need the fidelity to see really what’s working. With content, you can have the right idea, but the wrong write up. You can have the right write up but the wrong headline. That’s what separates the top… Continue reading

Ben Young
Ben Young
July 19, 2019

This Week in Native Ads 7/19

One big thing Subscription is not all that it seems for Tim Ferriss. The popular podcast host (400m+ downloads) last week announced a six month trial of no ads and shifting to a subscription model. Citing that the effort to filter and sign on advertisers was high and that it could be swapped to investing more in the content. A brief week later he changed tacts, his fans said they actually like the ads because… Continue reading

Ben Young
Ben Young
July 19, 2019

This Week in Native Ads 7/12

One big thing The concept of ‘creator-first’ strategies was mentioned in the new Twitter ArtHouse announcement. And it’s not the first time I’ve heard of this. Rather than focusing on the outlet, focus on the talent behind the content. With influencers, that is obvious and direct. For most other content brands create, it’s not. Is there a future where branded content creators are as in demand as hot TV directors? I’d say so. But not… Continue reading

Ben Young
Ben Young
July 12, 2019

Traffic Quality in 2019, a Deep Dive into Sharethrough’s Native Advertising Performance

  Download the full report here.   Before you read the full report, the key findings were: 1. Sharethrough is a higher quality source than Recommendation units by 10.5 percent, and Native by 37.6 percent. 2. Sharethrough’s native ads outperform traditional display ads by 61 percent. 3. When comparing the difference in quality between Sharethrough’s mobile traffic to the Global mobile traffic standard, the result is a staggering 83 percent. 4. Social Media is… Continue reading

Gustaf Stenlund
Gustaf Stenlund
July 10, 2019