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After acquiring a tan in Maui, I’m back in action! Bit of focus on AMP this week post Google’s roll out across all search results. This feels like a big opportunity and equally an invisible tax people are paying by not being optimized. If you haven’t by now figured your AMP strategy, now is probably a good time. I’ve grumbled on the technical roll out but it is improving rapidly and hugely extensible.
And an ask: I’d love to talk to any publishers or advertisers leveraging Google’s recommended units or Amazons Native Units. With Wirecutters purchase, it’s worth a dive here on Amazon as a competing revenue source or advertising channel.
Notable Stories this Week
- Google’s Accelerated Mobile Pages project has had a bit of heat this week. Recently they opened up AMP search results to all content (not just news publishers).
- AMP has more than 70+ ad providers already integrated. Google Tag Manager gets AMP support. And this conversation on a Content Performance Policy adopted by browsers. This is great, the idea of a score/policy to ensure content loads fast and isn’t onerous on the end user.
- Yahoo email hack could cost 10% of ad sales.
- Native Advertising Added to Better Business Bureau Code of Advertising. Yes.
- And worth an explore: the new Google microsite focused on DoubleClicks native solutions.
Campaign of the Week
- [B2B Case Study] NY Times + IBM partner to talk about how Watson and weather are helping crops grow stronger.
Related: AdYouLike is using Watson for semantic analysis. -
MEC & Paramount partner for Mission Impossible game inside two popular mobile biking games. Typically we share live campaigns but this is interesting, video campaign + new levels inside the game and it delivered 13M gameplays.
- A great example of how, everything is a media channel, and advertising technology is no longer just restricted to ‘news’ sites. The same way companies pay for attention, they’re selling it too.
- In the future everyone is a media creator AND seller.
- [Nativeception] Native content for native ad provider. Programmatic and native. Yahoo took a hot industry topic that they want to hero their opinion on and placed it in AdAge.
Deals/M&A
- Verizon buys Vessel, shuts it down. We’ll see a few more deals like this whereby the tech is just purchased and plugged in.
- Wochit raises $13M, they help publishers create video content.
- The New York Times acquired Wirecutter, who proved out the high quality evergreen content model, relying on affiliate commissions. Great for the Times portfolio. Smart buy.
Datapoints of note
- Native Ad spend in the UK grew 29.9% in first 6 months of this year to 451M pounds.
- Consumers own 3.64 connected devices each.
- AYTM Market Research found that 47% of Internet users said holiday promotions before November 4 were effective in getting them to make purchases.
[Nudge data]
- 1.8% of people reading native content across the network had adblocking turned on.
- Further, adblock users spent 26% longer on native content.
Events
- [Nov 16] Native Advertising Days in Berlin. Use NADNUDGE for €100 off the ticket.
Thanks for reading, and if you have used Amazon Native Units or the new Google Recommended please do reach out!
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