Home Breadcrumb Blog

Blog

Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.

influencer are setting up their own paywalls
influencer are setting up their own paywalls
This Week in Native Ads

This Week in Native Ads 2/28

One big thing Thoroughly enjoyed the content/campaigns this week from Patagonia and The Trade Desk. Brilliant. We saw this paired with Comcast acquiring Xumo. The extension, or working harder of branded content, through to OTT is a no brainer – especially when the quality of production means it is a realistic opportunity. Notable stories this week Influencers are starting to add paywalls, or going their close friends list for a fee. WSJ is launching a… Continue reading

Ben Young
Ben Young
February 28, 2020
OTT
OTT
This Week in Native Ads

This Week in Native Ads 2/21

Back from NZ, with a tan that is rapidly fading. It’s been a good week, catching up and getting back in mid quarter. One big thing This week is awash with OTT stories – and you might be wondering why we would include these. But the strongest trend (and opportunity) we see is the inversion of tv and content. Branded content is being developed, then distributed via TV. A natural fit for digital brands, using the data and insights… Continue reading

Ben Young
Ben Young
February 21, 2020
google_cookie
google_cookie
This Week in Native Ads

This Week in Native Ads 2/14

Gustaf here. Still covering for Ben, who’s not back until next week. I know… but we can get through this together, I promise! One big thing It's Valentine’s Day. When we peek under the hood at Nudge data, we notice that consumers are spending 69% longer on quizzes during Valentine’s. Curious. For more insights, such as the best time of day to advertise during the Feast day of Saint Valentine, give our… Continue reading

Gustaf Stenlund
Gustaf Stenlund
February 14, 2020
morning-brew-rocket
morning-brew-rocket
This Week in Native Ads

This Week in Native Ads 2/7

Gustaf here. I'm stepping in for Ben, who's back in NZ for a wedding. It's a pretty meaty edition this week, with lots of interesting stories and data-points to dive into. Many of these are on the back of newly released earnings reports from some of our industry's giants, including Microsoft, Google, and Spotify. Enjoy! Notable stories this week How Morning Brew grew to $13m in revenue with 33 employees. With a… Continue reading

Gustaf Stenlund
Gustaf Stenlund
February 7, 2020
Barstool Sports Tailgate
Barstool Sports Tailgate
This Week in Native Ads

This Week in Native Ads 1/31

A crisp edition this week – but big news on the Barstool Sports side. I'm out next week and following but you'll be in good hands with an edit from our own Gustaf. One big thing It’s Super Bowl week – and somehow I haven’t seen any of the ads (yet). When we peek at Nudge data, we see that attention on all branded content goes up around the Super Bowl. The halo effect lifts boats for all brands… Continue reading

Ben Young
Ben Young
January 31, 2020
publisher revenue
publisher revenue
This Week in Native Ads

This Week in Native Ads 1/24

After a couple of meatier weeks this is a lighter edition – but do spend it checking out the campaigns of the week, both excellent. Notable stories this week Revcontent introduces native video marketplace. Employees sharing TikToks behind the scenes. Facebook has barred an Israeli firm that claims it can “subconsciously influence” people, because it is allegedly using fake accounts on social media platforms. Instagram… Continue reading

Ben Young
Ben Young
January 24, 2020
content
content
How To

How to create a media plan

A media plan outlines the schedule of activity, what is going on, how much (or impressions) and the cost. Google Sheets or Excel are very handy tools for running this. They may not be as pretty but they are practical and effective. See this media plan template. You can also translate this into a presentation, as a lighter, prettier, simpler version. But building out your media plan in a spreadsheet makes the… Continue reading

Ben Young
Ben Young
January 17, 2020
how to measure
how to measure
Analytics

How to measure brand awareness

The simplest easiest way is to survey your intended audience. To establish if they know of your brand. This could be prompted or unprompted. For example which of these car brands do you recognize? Or what car brands do you know? Doing this pre and post-marketing and advertising activity or engagement from your clients will help establish – how your work has driven brand awareness. Continue reading

Ben Young
Ben Young
January 17, 2020
measuring marketing success
measuring marketing success
How To

How to calculate ROI in digital marketing

Return on investment in digital marketing is a hot topic and isn’t one that is easily answered. At least not at first glance. A very simplistic view is what went in and what went out. i.e. We spent $500k on marketing. What did we get? The output or impact then has to be linked to the companies objectives. Which should have a dollar amount assigned to it. For example, we needed to grow the awareness of… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

Content Marketing Strategy Example

An effective content marketing strategy will make everyone’s jobs easier and ensure you are being productive and not just busy.  The best strategy is the one you use. The simpler and clearer it is, the more effective it will be.    Example One Page Content Strategy We have created a template, which you can use to help draft your content plan.  Here’s how you use it: Copy it or Print it out. Fill it in. Take… Continue reading

Ben Young
Ben Young
January 17, 2020