Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Gustaf & I hung out at Cannes last week, so will start this week off with some some topline thoughts from our discussions at Cannes (around native). Index Exchange were kind enough to ask my thoughts on native too. A few people noted, I missed two weeks of This Week in Native! So this is a catch up edition. Look for the bullets from the Time Inc study… Cannes Takeaways Native… Continue reading
It’s not that you don’t know how to optimize, it’s finding which smart optimizations there are to make on your content. Nudge is built from the ground up on two key values, transparency and efficiency. The platform gives you the transparency to deliver efficiency in your content marketing. And better efficiency is going to drive your content marketing ROI. The challenge for content marketers is that it’s hard… Continue reading
I’ve been thinking about context, context matters immensely with native. The wrong context with the right audience can be such a wasted opportunity. The way to understand what context is working best comes down to understanding how well the audience responded. And quite often that is more about post-click, as a headline can get someone to click, but do they read or engage? If they don’t, it’s a wasted click. Read on below to see how PulsePoint are seeking… Continue reading
Nudge provides custom content reports to allow you to optimize your content. Customers simply request their reports via the online dashboard. Why do we do this? We found that clients have multiple responsibilities and stakeholders. They are smart, savvy marketers and just need a little bit of help, weeding through the data at hand to identify the quick and smart optimizations that will shift… Continue reading
Cannes is creeping up, lmk if you’d like to meet. The team have lots of littles goodies yet to be released to the public eye – which we’d love to share. #NativeAdChats is also up, join for the in-between chats. Notable Stories this Week Google will help publishers prepare for a home ad blocker coming next year. Will block own subsidiary ads if not compliant. Welcome to the era of speed. Related,… Continue reading
Facebook marketers are constantly searching for quality, as well as for greater campaign transparency. As we previously touched on in our first post on the Nudge Facebook integration, quality distribution is a common challenge for Facebook Marketers. But exactly why is it a challenge…? …Facebook optimizes distribution toward CTR, which can work, but the truth of the matter is that for most marketers, it’s a method… Continue reading
It’s a dense edition but very good. Note the smartest commentary, datapoints and look out for the ‘post-Google’ generation. And Facebook opens support for Google AMP & Apple News. Notable Stories this Week Taboola is launching a newsfeed type format. Demo here. Facebook testing new tool to sell video ads on publishers sites. They had retrenched from this business prior, as they were worried about data leakage and ad fraud. Facebook inks deals with Vox,… Continue reading
Thanks to a recently cleared visa, I am now able to make it to Cannes. LMK if you’re there! Interesting feedback around, most creative executions last week. Will look to surface a list in the near future. Notable Stories this Week How Vice plans to prove to advertisers that its branded content works. Lots of chat with FTC issuing notices to influencers. Instagram will have this wrapped up shortly with similar guidelines to the Facebook branded content… Continue reading
This week I’m keen to hear your thoughts on the most creative native executions, I’m thinking Cocainenomics, Lex Luthor styles. Those that push the barriers of creativity in the space. Also, after a few requests, we’ve made a group called #NativeAdChats, the point is a group in-between the events and the newsletter. Notable Stories this Week Programmatic native ads now available to all in DoubleClick Bid Manager! This is big. And also, try their… Continue reading
Many advertisers are still in the dark of how to use native content to drive offline sales. In this post we’ve put forward a foolproof framework for brands looking for indicators of purchase intent. The ability to measure purchase intent on content, and to prove that consumers are taking desired actions (i.e. most often a purchase or conversion), is a brand’s ultimate proof point. Brands need to start identifying purchasing… Continue reading