Campaign of the Week:
Remarkable women actively contribute to their community and the world through innovation, entrepreneurship, and invention.
Why we like it:
Toyota is supporting a number of women in their innovative ventures to help those less fortunate in our communities. A great cause which has been turned into a native advertisement for the New York Times.
Quote of the Week:
The announcements just keep on coming. Gravity4, PubMatic, PowerLinks and Xaxis all added native programmatic capabilities to their platforms, managing to get both ad-industry Buzzwords of the Year into one announcement. The IAB recently blessed the concept with its specification for real-time bidding for native ads. And then, there’s Condé Nast’s Food Innovation Group, which opened a private marketplace for native programmatic ads powered by TripleLift.
If you were Hunter S. Thompson, then, yes, I would give you a shot at writing a “native” ad for my brand. I’d give you several shots. But if you were Thompson, you wouldn’t lower yourself to do it. (Plus, you’d be dead. His 2005 suicide was a helluva ambient “shockvertising” ad for the effectiveness of Smith & Wesson products, though.)
Although some say native advertising as an unknown entity, it isn’t slowing the adoption of the ad format. Rather, according to one expert, native is seeing strong growth that point to even higher adoption rates.
BlackBerry has long been a favorite among the political class even as its popularity among the general public has dwindled. National Journal even wrote a piece recently entitled “What Will Washington Do Without Blackberrys?“. Now one of the phone’s most famous users is being used in what looks like a native ad for the company. A sponsored post on Variety titled “Hillary Clinton’s E-mail: Lessons Learned” asks what we should take away from the controversy “if we move past the politics.”
If you’re in New York please come along for a couple of drinks and practical tips to take away on 23rd of April at 6pm. Featuring Adam Aston, Editorial Director at the New York Times and Joe Lazauskas, Editor in Chief at Contently, we dig in to how to win at native through producing great content. RSVP here.
That’s it for this week. If you’d like to contribute next week or send us a story tweet us @giveitanudge.