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We’re back! And this year an additional 5,700 brands begin adopting native and branded content (per MediaRadar data), whilst existing brands are renewing at higher rates, there’s a lot to be optimistic about.
One big thing
I don’t buy the post advertising narrative but Derek Thompson digs in to some of the challenges the industry is facing as it evolves in his piece: Post Advertising Future. Advertising is a healthy part of a healthy economy, like sales, helping people transact. I do think we transition to content and the lines are blurring – but if it’s a paid ad it’s a paid ad even if the format has changed. And that’s ok.
Notable stories this week
- [My fav via CES] The Google Assistant connected to an E Ink screen. This is neat, imagine Nudge insights piped to an e ink screen, or slack updates. OR (and you knew this was coming) customized content delivered.
- Imgur says it’s growing its ad revenue with a simple pitch: A place of positivity is much safer and effective for advertisers than other more stressful parts of the internet.
- New ownership at Fortune enables it to make longer term investments. In the past they had not been able to make any investments that would not pay off in the same quarter.
- [Long read] How much of the internet is fake?
- CBS and Nielsen fail to strike new deal.
- How an upstart hacker collective is fighting back against misinformation in 2019.
- 39 Predictions for Native Advertising in 2019 from the Native Institute.
- Content marketing: what you need to know. I like the talk on return on content.
- Google opens up more third party measurement in its native ad formats.
- Microsoft sponsors New Music on Spotify.
- The decline in Pay TV usage.
- Inside Facebook’s ad platform clean up.
- Exploring how Neuroscience can affect a marketing strategy.
- Branded content on the silver screen?
- Verizon Media and Microsoft expand native partnership on Microsoft News.
- Google ad filtering to roll out July 9th.
- Native programmatic is still integral to digital marketing strategies.
- [From us] A year in content.
Deals/M&A
- Goldman Sachs backs Innovid with $30m in funding.
- You & Mr Jones acquires majority stake in company behind Unilever’s in-house content studio.
Campaign of the week
- Incredible India on CNBC, a 10 Part Immersive digital feature experience exploring unique travel destinations across India.
Datapoints of note
- The average ‘digital’ time spent per day from 2016, Facebook + Instagram represents 67 minutes/day.
- Credible editorial is the most important factor marketers are looking for in a media partner, according to research from the World Media Group.
- 78% of agencies believe content-driven marketing will continue to grow over the next 2 years.
I’m compiling a list of timeless marketing books, any that you’d recommend? Shoot me a note of your picks.
That’s it, Happy Friday.
-Ben
It’s 2019, shouldn’t you know how your content is actually performing?
Nudge is a content marketing analytics platform that drives performance for leading brand advertisers and premium publishers.
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