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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.

Visual showcasing what elements that define branded content
Visual showcasing what elements that define branded content
Branded Content

Guide to Branded Content

Branded content is content created for a brand by a third party, to live on their site. The key elements of branded content are: A third party hosting the content. Disclosure. Because this content has been made to fit the form and aesthetic of the third party, it also makes it endemic to, or native content to that platform. Other terms used for branded content are; sponsored content, influencer content, paid content, custom content and even native content. Often this… Continue reading

Ben Young
Ben Young
November 11, 2019
spotify-video
spotify-video
This Week in Native Ads

This Week in Native Ads 11/8

Pleased to announce the youngest young joined the family last week, thanks for the notes. We’re back to normal albeit with less sleep. ? This week is jam-packed, so save a few links, keep an eye on commentary from Darren Herman and datapoints of note. Oh and LinkedIn launched a newsletter tool? One big thing The piece that I dug the most this week is the Spotify tapping Viacom for content marketing on DigiDay. And for a number of… Continue reading

Ben Young
Ben Young
November 8, 2019
Content marketing tools
Content marketing tools
Content Marketing

Content marketing tools [continuously updated]

Content marketing continues to evolve and so do the tools which help power it. There truly are many talented people, building little tools and apps but also platforms. Here we’ve compiled a list to help navigate. A couple of sites as useful resources are UseFI and ProductHunt. The former helps see what other brands have declared they use. And ProductHunt is where creators share their latest tools. So worth keeping an eye on what’s new. Here are our top tools:… Continue reading

Ben Young
Ben Young
November 6, 2019
How to articulate the ROI of your content
How to articulate the ROI of your content
How To

Content Marketing ROI

In this post we establish what your content ROI is, how to calculate it and explain it to others. What is Content ROI? What the return on investment of content boils down to is this: does it deliver the business outcome that you require? Pretty simple. How do you define those outcomes? That’s the more tricky part. But it typically comes down to a few buckets, awareness, interest, desire and… Continue reading

Ben Young
Ben Young
November 1, 2019
This Week in Native Ads

This Week in Native Ads 11/1

Colin here. I’m filling in for Ben as he prepares for child number two. One big thing There’s starting to be a flood of brand interest onto TikTok. It is, put simply, one of the most interesting and creative spaces on the Internet right now. Not surprisingly, the platform is experimenting and is in the nascent stages of building out its ad and sponsorship products. Right now, it’s basically just an opening screen that a… Continue reading

Ben Young
Ben Young
November 1, 2019
first banner ad
first banner ad
This Week in Native Ads

This Week in Native Ads 10/25

One big thing The banner ad. For with it became immediately obvious that that internet could be a way to reach people. How? We put a sign on it. This week we celebrated the 25th year of the banner ad. That domino that created our industry is still falling. We liked RPA’s take. So what’s the domino happening right now? I think it’s the teleco going deep with mobile OTT partners, Quibi, Netflix, Peacock. What do… Continue reading

Ben Young
Ben Young
October 25, 2019
verizon
verizon
This Week in Native Ads

This Week in Native Ads 10/18

One big thing This week I caught the Carat webinar focused on 2020 and Attention. With the election and Olympics coming up it’ll be a big year, a hard one to A couple of points which To cut through, you need to be relevant and to be relevant you need good content. One TIL was that for political advertisers, they have to be careful with targeting – because the right message to the wrong audience, can actually drive donations… Continue reading

Ben Young
Ben Young
October 18, 2019
Factors which drive ROI
Factors which drive ROI
Analytics

Factors which Drive Content ROI

This post dives into the factors which drive content return on investment (ROI). As marketers, we create content to add value for our existing and potential customers. The aim of this content is to build brand loyalty, educate on products and services or tell stories from a unique perspective. The aim is that the people consuming the content view our brand more favorably, and in turn will buy what we’re selling. That’s where a platform like Nudge comes in. Using… Continue reading

Jessica Toib
Jessica Toib
October 15, 2019
This Week in Native Ads

This Week in Native Ads 10/11

We’ve been thinking about renaming the newsletter from This Week in Native Ads, native is now the norm and de-facto. Any thoughts or ideas? Format will stay the same, covering the pillars of native; programmatic, content, balance of art and science and the intersection of advertising and media. One big thing The only constant is change. And this week’s stories only highlight that, we see mobile time is growing 27% YOY, DTC brands pulling from social to invest in… Continue reading

Ben Young
Ben Young
October 11, 2019
This Week in Native Ads

This Week in Native Ads 10/4

Back in the hot seat, it’s been a full on couple of weeks but read on. For those who follow Nudge, we have soft-launched a ‘for all content marketers’ solution. You can check it out here. It’s pretty neat. And that seems a fitting thing to announce on the 250th edition. Native is now the norm, content is now the norm. Thank you all for reading! The comments, intros, submissions are what really makes it. ???… Continue reading

Ben Young
Ben Young
October 4, 2019