Hollie-Blue Allum
Hollie-Blue Allum
April 27, 2017

Busy week at Nudge, we wrapped up our webinar with Variety on How Entertainment Brands Win at Native. If you have a category you’d really like us to dig into or you’d like to partner with us for an upcoming webinar, please let us know. Also make sure you check out the new Luxury Snapshot in notable stories.

The research experts in native marketing have shared a number of market evaluations and insights reports, keeping the sector energetic. A fresh study from eMarketer has found that nearly four-fifths of US digital display dollars will transact programmatically in 2017, totaling $32.56bn. Meanwhile, Native Advertising Institute published a series of video interviews with native advertisers and some have great commentaries towards the industry.

Notable Stories this Week

  • North Carolina-based content marketing company Carusele selected as a winner and Gold Honoree three times at the Shorty Awards and as an Honoree in the Webby Awards for their work with Pepsi, Walgreens and Hallmark. The Shorty Awards, now in its 9th year, was the first awards show to honor social media.
  • Windsor Circle, a leading Predictive Marketing Platform, announced a native integration with Facebook. Retailers can create segments based on product, purchase, customer, and predictive data fields within Windsor Circle and sync them to Facebook to create Custom Audience campaigns and acquire new customers.
  • Luxury advertisers have been slow to adapt new technologies and advertising methods. With growing pressure from millennials to adapt to digital channels, the shift towards adoption has started. We’ve picked out a few examples of advertisers in the luxury space, doing native well.

Campaign of the Week

  • Singapore Airline launched a content hub and several articles with videos on BBC about travel. The content recommends travel routes and shares visitor experiences, which is informative and engaging.
  • The Atlantic posted a piece of content on Trust Economy, which is sponsored by Charles Schwab. It introduced the development of key concepts including investment, accountability and technology in chronological order. The content layout is concise and easy to follow.

Smartest Commentary

  • “We want to make sure publishers can monetise programmatically” —Ekin Ozenci, Mobile Product Specialist at Google.
  • “The way to produce the best possible quality content — particularly in the vertical markets we work in — is to get the people who normally write this stuff to do it for the commercial teams as well.” — Pete Wootton, Dennis Publishing.
Datapoints of Note 
  • Close to 4 out of 5 US digital display dollars estimated to transact programmatically in 2017, totaling $32.56bn.
  • AdsNative polled its customer base of 7,500 web and mobile publishers on the state of native advertising in Q1.
    • More than 90% of publishers saw native ad revenue increase in Q1.
    • Programmatic trends: 49% planning to grow programmatic guaranteed, 34% pushing their vendors to run first-price auctions, and 17% looking to implement server-side header bidding.