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I’m back! After a week exploring Montauk I’m back in the hot seat.
We had NewFronts this week, Twitter surprised with sharing that 50% of their logged in users are under 25. Very interesting. The thread of NewFronts -> premium publishers brand safe environments. As a contrast – FyreFestival brings heat on influencer campaigns….
I’ve been thinking about a couple of things:
1) When do we stop using the term native?
We’re not there yet. But, we’re at Edition 140 of TWINA, I reckon, before we get to episode 250, we’ll have to rename it.
Thoughts? What’s holding us back as an industry?
2) Where is the most recent breakout success?
I was following the McDonald’s SnapChat Application campaign which got lots of coverage.
Have we had the same for native? Not in recent history.
What’s next for us to really push this industry up a notch. Keen to hear your thoughts.
- LiveRamp proposes an open industry consortium for RTB.
- Disney launches Disney Digital Network.
- Amazon confirms advertising will become a meaningful part of its business. “This network is our response to how our advertising partners have been telling us they want to engage audiences: with high-quality content, mobile formats including micro-content and short-form video, social media influencers, and diverse distribution options across all major platforms,”
- No more freebooting on Facebook. In an effort to boost video monetization – content creators can now get their fair share on FB as they do on YouTube.
- Time expands internal agency to grow new revenue streams.
- Is Google Chrome going to block ads or not? They point out, at the least, Google (and Microsoft) would save the hundreds of millions it pays to circumvent others ad blockers.
- Native used as PR in United response.
- OutSide Magazine built its own widgets to replace OutBrain after concerns with content quality. Hodgson said that among users who read to the end of a post, Outside’s widget had a CTR of 5.8 percent, which is more than double the 2.5 percent of users who clicked on Outbrain widgets.
- OutBrain & Taboola in advanced merger talks. Very interesting.
- AdsNative partners with LiveRamp for Identity Management on Email Ads.
- Runners Aim to Shatter ‘Unbreakable’ Two-Hour Marathon Barrier. Nike + National Geographic. If you’re interested in their attempt, you can catch a live stream of Nikes attempt in Italy Friday night EST.
- “If any relationship between fake news and advertising exists, it’s parasitic, driven by greedy producers spreading viral-ready click-bait across social channels. Unwitting consumers who click are redirected to the shameless, deceptive content creator’s site. As the visit number increases, so does the advertisers’ bill. While they may be getting exposure, it’s likely not the exposure they want.” – Francis Turner, AdYouLike
^ I don’t mind this riff in response to Ralph Nader’s post on HuffPo, also a good read. The quote in particular Francis references:
- “Now called “native” or “invisible” advertising, companies are investing big into Trojan horsing their sales pitches. An added benefit to these shifty sellers is that by shedding the legal baggage that comes attached to “pure” advertising, they are more able to make even more outrageous and unprovable assertions about their products. Perhaps a more accurate term is “ambush advertising.”
- Amazon’s ad business could grow at an average annual rate of 37% between 2016 and 2018, leaving it at $5bn, according to Wall Street investment firm Morgan Stanley.
- TheOutline sees 25 times higher CTRs on its new ad formats.
- Pushing off my piece on LeanLuxe, the team have pulled together a snapshot of Luxury in the Native Space.
- And How B2B Brands Win at Native Content.
That’s it, thanks for reading. Till next week.
Ta,
-Ben
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