This Week in Native Ads 4/6

Ben Young | April 6, 2018

I’m back from a brief break.
 
The Facebook narrative has continued (with not much really changing – just more of the same). Following Firefox’s cue, we have paused our Facebook ads – and actually been delighted with the performance on alternatives (Twitter/Google). I’m sure plenty of marketers are doing this right now.
 
Also, I liked this from Recode, here’s who owns everything in big media today.
 
Notable stories this week

  • LinkedIn launches native video ads. When paired with matched audiences this looks like a solid offering for B2B brands. Nice.
  • [Long read] Digital marketing paradigms at war.
  • Google is evolving its revenue metrics to impression based, a sign of the shift from a CPC model.
  • Facebook now automatically turns your ad assets into full screen Instagram ads. And advertisers cautiously optimistic after Facebook says it’s pulling third-party targeting data.
  • TechCrunch digs in to how Spotify, now publicly trading, can improve their ad offerings. My request – more Stranger Things executions ha.
  • Travel and automotive industries are keeping native ad spend alive – the latest from Nativo's own analysis.
  • TripleLift launches ContentDial their Pressboard competitor.
  • Gartner suggests content marketing as a term will be redundant within 3 years. Not wrong.
  • Tronc launches Content Studio, Studio 1847. Named after its namesake brand the Chicago Tribune.
  • How Refinery29 uses its editorial staff to stand out for advertisers.
  • Native Advertising Institute rolls up the 2018 landscape again. Vendors growing from 272 to 402.
  • Nativeception, Turner Ignite + AdWeek dig in to why brands should care about emotion on social media.

 
Deals/M&A

  • Accenture acquires digital content agency MXM.
  • Fullscreen acquires Reelio, the influencer marketing platform.


 
Campaign of the Week

 
 
Smartest commentary

  • “Sponsoring long-form I think is the way most people would be doing better. You have a lot of clients who are very, very anti taking risks because its a difficult space. I mean creating — it takes guts to out there and say something meaningful.”Leslie Ali Walker, ECD, JWT
  • "People are naturally skeptics. If your content feels disingenuous, they will likely skip or ignore it altogether."Annie Granastein, Head of WP BrandStudio

 
Datapoints of note

Nativo's-2017-share-of-spend
 
Events

  • [May 7] IAB Video Symposium.
  • [NY Content Dinner] We’re hosting another content dinner next week. Ping me if you’d like to join us.

 
Thanks for reading, keep an eye out for our periscope this morning, follow @bwagy @giveitanudge, we'll be discussing this and any questions you may have.
 
Ta,
 
-Ben
 

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