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

 
Deals/M&A
 

 
Campaign of the week
 



The Telegraph on Spark about Christmas
 
Smartest commentary
 

  • “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.

 
Events
 

 
That’s it, Happy Friday.
 
-Ben


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