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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.
In this post we share a few insights we get by providing analytics for native ad content. Keep in mind this is a nascent industry so standards are still being developed but this is a place to start. Evaluate the technology stack You want to check for a few things: On your native ad content, how long do you get this space for? Also are other advertisers going to get to bid on ad space on it? We see too… Continue reading
Campaign of the Week: 36 Hours and Google Maps Plan your next adventure with Google.
Google brings you an app inside the New York Times, to showcase Google Maps as a travel planning tool. How would you spend 36 Hours in Chicago? Source: New York Times Why we like it: Another high production values execution by the Times, whilst the app could do with a bit of usability work, it’s interesting… Continue reading
Campaign of the Week: Flavoured Trend, New Flavors Every whisky has its own flavour profile. Most Canadian whisky tastes of honey, maple and toffee. Flavoured whisky takes one of these notes and intensifies it. “That’s why it works so well,” says Don Livermore, master blender at Wiser’s. “It still tastes like whisky, but with a more pronounced flavour.” Here, Livermore explains the flavoured-whisky trend. It tastes like whisky, but with one flavour in the forefront. “When you… Continue reading
We are seeking a senior sales person to join our team, you will be leading the charge on on our existing pipeline of leads. We have more than we can keep up with! Day to day includes: – Pitching prospects – Helping us move deals through the pipeline – Assisting with onboard (we’re still a small team) – Developing new pitches & vertical development – Giving feedback to our product team – Working alongside… Continue reading
Campaign of the Week: Death of the Wallet? Apple’s foray into contactless payments has put “mobile payments” on everyone’s lips, even though the industry has been growing steadily over the past few years. Purchases made using a smartphone or tablet rose 48% year-over-year to $8 billion during the second quarter of 2014. That growth is 3x that of desktop ecommerce, and it’s the swiftest increase in mobile spending since Q1 of 2012. By 2020,… Continue reading
Campaign of the Week: Art of the Thrill We remember the thrills. The moments that make our hearts beat faster and adrenaline run: the first kisses and game-winning home runs, the mountaintops and graduations. But they’re fleeting. They happen, and then they’re gone. In these digital days, though, it’s becoming clear those high points don’t just leave an impression in our memories—they ripple throughout our bodies too. Our lungs and hearts no longer only… Continue reading
Campaign of the Week: How Apps Might Change Your Swing In October of 1984, the historically great 104-game winning Detroit Tigers took on the San Diego Padres and their historically dreadful brown and orange uniforms in the World Series. It was a brutal mismatch that the Tigers exploited as ace Jack Morris pitched two complete games and star outfielder Kirk Gibson pounded two home runs for five RBIs in the decisive Game 5. Continue reading
As a by-product of a recent study, we found that of the participants that identified sponsored content as an ad, 88% could recall the brand in the article. An astonishing result. We recruited participants to read sponsored content and answer a short survey afterwards. Of the questions, one was to identify who the ad was for. There were a two key content types: 1) Thought leadership in the brands area. 2) Interview series brought to you by the brand. Continue reading
Campaign of the Week: 4 Native Ads the Media’s Talking About Native advertising is perhaps the biggest trend in advertising. According to a recent eMarketer report, spending on native ads on social sites alone is expected to increase from $3.1 billion to $5 billion by 2017. Advertisers and publishers — and even readers — are helping to evolve the practice. And that means our understanding of the best and worst examples of native advertising… Continue reading
Campaign of the Week: Golf takes zany ride in VW native advertising This month’s advertising launch for VW’s redesigned 2015 Golf puts the car at the center of a zany online video on Funny or Die, the comedy website founded by comedian Will Ferrell. The three-minute video is a piece of so-called native advertising, a hot new format in marketing circles in which publishers host content that looks like their own but actually comes… Continue reading