This Week in Native Ads 11/30
Ben Young | December 3, 2018
We made it, we survived Thanksgiving, Black Friday and Cyber Monday!
One big thing
Reductionism. The art of reducing complexity to improve what remains.
I was chatting with some analysts this week – and they think the martech space is going to get a lot of consolidation (on the tech side). And to prepare for that.
The reason is simple. Things have gotten far too complicated, and even the smartest, most plugged in thinker that attends every vendor briefing can’t keep up with what’s going on. Marketers simply don’t have time to consume all the media, know all the tools, let alone achieve all of their objectives. It has gotten too much.
Notable stories this week
- Craig Silverman’s expose on 3ve, the next biggest ad fraud uncovered. And actual arrests!
- Disney swaps from Freewheel to Google ad stack.
- Related, Google Ad Manager now supports AMP story ads.
- Facebook should just buy Roku via Mike Shields.
- Netflix will get ads, an interview with The Trade Desk CEO Jeff Green.
- This French privacy ruling is very interesting in handling consent, it highlights that consent can’t be contractually passed, everyone needs explicit consent. Rendering the IAB consent tag potentially invalid. A must read.
- Hearst UK merges prints and digital branded content teams. Content is at the core now.
- Why Axios is betting big on native content.
- Kellogg’s fights back against influencer fraud.
- How to avoid a content bottleneck and the lack of content.
- Amazon sponsored ads on baby registries causing confusion, resulting in better labeling.
- Mic undergoes layoffs and could be selling to Bustle. 🙁
- Social Video Analytics company Delmondo acquired by Conviva with an endorsement from Turner. Well done to the team.
- Jonah Peretti floats the idea mulling around of merging all the new era publishers.
Campaign of the week
- Great B2B Content on The Telegraph for Spark (their studio). What do people really want for Christmas? Google data reveals all.
- Submit your own and then view all 2018.
- “Conversations with over 400 marketers over the last year revealed that just one in six marketers said they actually suffered from a lack of content” –Noah Brier, Co-Founder Percolate
Datapoints of note
- Explore Adobe’s data center for 2018 holiday predictions, actuals and analysis.
- Viewers of branded content were 62 percent more likely to show a positive reaction compared with those who watched 30-second ads.
- Those who viewed branded content were 17 percent more likely to say that they were “very likely” to buy the brand being advertised.
- 60% of European publishers expect revenue from video, native and mobile formats to grow more than 25% next year.
- Content Marketing Summit – 12/6-12/7 in New York, New York.
- Big Data & Analytics for Marketing Summit – 12/11-12/12 in New York, New York.
That’s it, Happy Friday.