This Week in Native Ads 12/22
Ben Young | December 22, 2017
The final Friday of 2017!
As you’re reading this, I’ll be nearing the coast of New Zealand, where the weather looks to be pleasantly sunny.
For your Friday ‘lite’ reading, we shared The Best Native of 2017.
^ The defining difference this year is what I touched on in Poynter, native is growing up and getting slick. It’s real, it’s competitive and 2018 is going to be the time to shine.
I also saw the release of Apple's Podcast measurement, does anyone have some first hand experience they’d be happy to share?
Notable Stories this Week
- D Day for content is coming. February 15th, intrusive ad-blocking gets built in to Chrome. Notably Chrome holds 55% of the overall market share in the US (and 49% on mobile).
- ^ This will push spend in to new areas, creating a big opportunity for astute native sellers. As to ‘how’ much, I’ve yet to quantify – but welcome any analysis you may have.
- FTC Publishes Staff Report on Exploratory Research Examining Consumer Recognition of Paid Search and Native Advertising Online. Forced to state the obvious: "Ads should be identifiable as advertising," Related – OutBrain gets in hot water in NZ.
- How native will evolve in 2018.
- Looking back at Content Marketing Trends for 2017, how did I do? From Gilad de Vries at OutBrain.
- iCrossingUK Chairman Guy Phillipson predicts CPMs will go back up in 2018. <- yes.
- I enjoyed this piece: How the holidays have remained unchanged by the digital retail evolution.
- ^ Ties in with a riff, me and @arilevine have been having. Marketers need to be more aware of how they themselves use the internet – and that if their behaviour has changed, likely their customers too.
- BBC StoryWorks uses eye tracking to prove its branded content works.
- CBSN Betting On Expanded Branded Content In 2018.
- Playbuzz raises an additional $65m.
Campaign of the Week
- [Native for real world native] American Airlines Casper partnership elevates its branded amenity offerings on Shift. A good piece.
- Sky on Vice, ‘A History of British Anarchy’, prepares you for the new series by taking you on a journey to discover some great British rebels, from past and present.
- “Tying these two pieces together – content creation and content distribution – will enable marketers to travel the “last mile” in linking the right content with the right consumer, at the right moment in time.” – Craig Aron, SVP Business Development, BidTellect
- “During a recent Facebook earnings call, the company said it is at peak ad load” –TheNextWeb
Datapoints of note
- Snap did £26m in the UK in 2016.
- Nearly 50% of marketers don't know where their ads are running online.
- We’re planning our first native ad talks for 2018, reach out if you’d like to get involved.
2017, over and out.