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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
CampaignĀ of the Week: Tax Tips On 1095A Forms From H&R Block Of Rome And Boonville NY Itās tax season once again and this year we want to provide as many tax answers as we can. Weāve teamed up with our friends atĀ H&R BlockĀ ofĀ RomeĀ andĀ BoonvilleĀ to provide helpful tax tips. Why we like it: An example of niche (country music) and local sponsored content. Great… Continue reading
It you’re in New York please join us for our first Native Ad Talks, this time on amplification. -Ben CampaignĀ of the Week: Can We Guess Where Youāll Be In 10Ā Years? What does the future holdā¦Ā This trip into tomorrow courtesy of theĀ BMW i3. Why we like it: BMW extends their successful Super Bowl campaign with a quirky quiz on BuzzFeed. Ā A great way to get more publicity after the big… Continue reading
CampaignĀ of the Week: Hands-On Learning and Mentorship Are Encouraging More Women in the STEM Pipeline The movement to engage girls with the sciences is gaining traction across the nationāand laying the foundation for a stronger economy. Ā STEM (science, technology, engineering and math) Why we like it: Chevron launches their new campaign supporting young women into the STEM pipeline. Ā A great endeavor broadening the knowledge of future career opportunities for women. Continue reading
Itās a bit longer than normal, thatās because thereās a bit on! Weāve also started to share more, you can see some of our content at the bottom. -Ben Campaign of the Week: Ballantine’s Presents INSA’s Space GIF-ITI Inspired by our founder, George Ballantine, we believe in celebrating the men and women that stay true and leave an impression on everything they do and everyone they meet. Each Stay True Story captures individuals as they bring their… Continue reading
Hey, Thanks for stopping by, youāre here because you want to figure out how to improve some of the social metrics around your content. Let me first say (because this is how I pay the bills) you should explore if Nudge is right for you, as the website gives you the top line social metrics. Right into it. 1) Optimize your share copy So, you want to maximize sharing inside social networks but also the rate at which people click… Continue reading
I enjoyed reading Lucias post over on DigiDay talking about how publishers are hacking the CMS, she talks about early adopters The Atlantic have transitioned over to programmatic ad serving type models whilst some like Hearst are sticking with the CMS. The long term play is that yes Publishers will have to swap to an ad serving like model. The reason being is, that once brands have the idea that they can bring programmatic and ad thinking… Continue reading
You’re looking for the best native advertising examples, under the IAB native ad guidelines, there are sixĀ main types: Infeed units, ads designed to fit in the flow of content, i.e. Facebook promoted post. Paid search units, ads designed to look similar to search results, i.e. Google Adwords. Recommendation units, ads that look like content links under an article, i.e. OutBrain. Promoted listings, ads (often on ecommerce sites) with promoted views. In-Ad, hard to describe. Custom/Canāt be contained, custom ads… Continue reading
In a recent study we completed, we found that the most effective form of disclaimers are in the content themselves. When disclosures were in the content, peoples ability to identify it as an ad went up 89%. The outtake: native disclosures work best for custom native ads. However, the overall identification was still only half of participants. WeĀ believe the way to lift it from here is repetition in the article, however we haven’t found enough examples for further testing yet. Continue reading
Campaign of the Week: Yaron Galai – the man who decides where youāll browse to from here Yaron Galai understood that advertising on the internet doesnāt work, so he reinvented it as recommendations to āother articles that may interest youā. His company, Outbrain, directs traffic flow and our perspective from article to article, and itās already worth a billion dollars. Now on his way to an IPO which will be his second massive exit, Galai explains to… Continue reading
Campaign of the Week: Time Inc. Tries Out New Digital Strategy with Curated DIY Site Time Inc., the nation’s largest magazine publisher, introduced a new website on Monday that collects articles about do-it-yourself projects and home decor from its magazines and several dozen partner websites, including Apartment Therapy. The new site, called “The Snug,” is aimed at millennials and is part of a Time Inc. strategy to publish digital-only sites that pull in content from… Continue reading