Last week we hosted #NativeAdTalks here in New York – discussing how to win at programmatic native, niche yes, but an interesting conversation. View it here.Disclosures have entered the discourse again this week, we did a study on this way back in 2014. And it seems redundant to say so, but effective disclosure = effective brand recall. Trying to hide that is like trying to catch water in a sieve.
Notable Stories this Week
- Mistakes content creators make when doing native. Some good pointers in here.
- And Chad releases the lumascape of native. I would like to go through and filter a few but this is a great overview. Thanks for the work here.
- Yahoo releases the State of Native for Publishers.
- [B2B for Carbonite] Four pieces of advice new business owners should ignore. I love the irony in their advice around not needing advertising but yes absolutely this piece is straightforward and invites their target user in with solid practical advice. Not every piece of native content has to be a big production, work like this performs really well. Plus it’s an asset for the brand to continue to leverage.
- Via Kunal at Polar [The Premium Content Comeback] Premium publishers continue to provide premium content, coupled with legitimate, quality audiences. They are the trusted brands and it makes sense for advertisers to align with them to achieve their marketing goals, helping publishers stake a claim to the $20 billion opportunity at their doorsteps.
- Yahoo has integrated native into 3,400 publisher properties.
- Yahoo also has monetized 74.5b impressions in the second half. As a point of comparison TripleLift mentioned they had traded 23b impressions/month in 2016. Traded vs monetized is different.
- Remember, Yahoo did $750m in native revenue in 2016. This might be stretching it but suggests a ~$1 cpm on average.
- AsiaPAC made up 43.4% of Yahoo’s monetized impressions.