Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
In the race to its IPO, BuzzFeed caves and opens up to programmatic display. Well, that’s the headline but this is a good step, opening up BuzzFeed to the wider programmatic ecosystem. How soon till people are placing native in those display units ;)? I’m sure more than a few readers are about to, or have already. Notable Stories this Week BuzzFeed just sent out a message to the digital publishing… Continue reading
Native tactics are simple ways to grow the value and scale of your native content campaigns. In this blog series, we’ll be featuring tactics that you may or may not currently have in your arsenal, but most definitely should. Over time, this blog series will feature a bunch of great tactics that you and your team should be utilizing – find them here… #1 Email Newsletters First… Continue reading
Native content is the future. All brands are adjusting their marketing communications to content and in turn native. This is a ground floor opportunity to come in and drive the sales of Nudge. Nudge is a native content platform that helps brands understand the impact of their content. The full toolkit ranges from analytics, to distribution optimization to attribution. We even have a CommonSenseBot, a bot that checks content for anything impacting performance. We are seeking an Account Executive to… Continue reading
Another news meaty week, if you didn’t catch WPP earnings (tldr, traditional businesses have slowed spend and WPP hasn’t kept up to date), this means more activity in digital, to catch up. Notable Stories this Week AdYouLike & AppNexus integrate. TripleLift & Drawbridge partner, for cross-device native. Taboola partners with Getty to help improve images. Creative at scale is a big challenge, this… Continue reading
Artificial intelligence has gained a lot of attention over the last decade, but based on Google Trends search data, it wasn’t until the autumn of 2016 that the hype really lifted… …Today, we already see this in things like AI music recommendations, flight simulators and driverless cars. Our initial experiments at Nudge, hints at the intelligence layer we’re building, and the latest addition to the dashboard has been our Executive Notes. Continue reading
With Nudge, marketers now have a connection from behavior, to demographics, to purchase intent. This means that they now have the full view of exactly how impactful your content is on your audiences, from start to finish, and where you need to optimize in accordance with the business objectives. Nudge demographics looks at metrics such as attention minutes, gender and age. It’s one of many of our latest… Continue reading
This week yielded a few data points from an IPSOS + Polar study on the impact of native content, keep them handy for your next pitch deck. I riff on how we need to push creativity in native and we see more publishers doubling down on video. Notable Stories this Week Hyatt pulls back on its branded content partnership with The Atlantic, focused on inclusion, after events of last weekend they… Continue reading
With the recent Google announcement of AdSense native advertising, it is clear that native advertising on the Web is reaching a tipping point. These new formats include in-feed, in-article and matched content. But the idea of being able to provide something creative and thoughtful, in an environment harmonious to the feed or the context of the publication is largely being ignored. Instead. we’re seeing executions that are as bland and uninspired as traditional banner advertising back in the day. Continue reading
Google starts to put pressure on publishers with bad ad experiences ahead of its Google Chrome ad filter. Step in step with their native roll outs. Outtake, ad blocking has only really driven more revenue to the big guys. Even Facebook’s desktop ad revenue stalled, till it started blocking the ad blockers. Related Facebook makes moves to not bill for accidental clicks. My outtake, the fight is on for incremental growth. The opportunity? New places where ads could go. Continue reading
Nudge’s aim is to help people get more value from their content. One of our solutions gives clients an insight into industry benchmarks (traffic sources, scroll, attention minutes etc.), which are backed by data accumulated from all the hundreds of native content campaigns we track across the board, each month. We’ve recently been looking into which traffic sources that are driving the highest quality traffic, versus those that do not,… Continue reading