After a break, through Thanksgiving, it’s a double whammy mega edition this week. Fake news is the big topic, with Zuckerburg unable to articulate their approach, made worse by Ev Williams’s post on Medium. A lot of informal discussion around how it impacts the companies that rely on advertising arbitrage.
Notable Stories this Week
- Taboola, Fake News is everyone’s business.
- Co-founder of Reddit bags on native ads whilst pushing their own native solution. Ah…
- Forbes Chief Product Officer Lewis Dvorkin talks about their new offering, Co-Storytelling.
- Conde Nast 18 person team in Britain accounts for half digital revenue. Nice.
- DoubleVerify adds fake news blocker for brands.
- ‘The underbelly of the internet’: How content ad networks fund fake news. Great reporting by DigiDay.
- BlackOps Advertising.
- How data can help you success with content marketing.
- Politico co-founder launches Axios. Teases new native format. Sounds like sponsored video inside FB.
- AppNexus impending IPO.
- Luma Partners breaks down the state of play in digital marketing.
- SintecMedia acquires ad management company operative for $200m.
Campaign of the Week
- Guide to extraterrestrial life on TheOnion for the new Hulu Show People of Earth. My favorite: ‘All 21st-century innovations are in fact derived from alien technology secretly recovered from downed UFOs, except for noise-canceling headphones, which were totally us.’ And then for my favorite.
- Curbed & Jeep inspire you to get out of the city with this design lead piece on Clearhouse, a house in Shelter Island. The ‘un-hamptons.’
- “Consumers are becoming more accepting of native advertisements, especially when they are sponsored by a company with which the consumer has a strong relationship or if the advertisements provide information the consumer can use.” –University of Georgia study
- “Viewers don’t discriminate between sponsored videos and editorial content. It’s the quality of the video that really matters and determines whether or not they watch.” –Kathy Kayse, citing a Yahoo study
- “Shifting success metrics beyond the click to post-click engagement metrics is so important because marketers simply cannot treat native the same as banners if they want to see success.” –Lon Otremba, CEO BidTellect
- “Sponsored content that is transparent, truthful and informative proves to be an effective way of communicating brand information. Content that is disguised is not.” –Beth Donnelly Egan
Datapoints of Note
- From BidTellect, CTRs on mobile were 200% higher in Q3.
- In-feed placements drive the most consumer engagement compared to in-ad and recommendation widgets.
- Quartz drives 33% of revenue from native.
- AdWeek boosts views to Branded Content through email newsletter distribution via Polar.
Trends to Watch/Bleeding Edge
Events & Webinars
- [Dec 15] The Best Native of 2016.