This Week in Native Ads 7/6
Ben Young | July 6, 2018
I was in two minds about doing a This Week in Native this week – as it is July Fourth here in the US. Which means many of you are reading this from the beach/lakehouse or as we’d say in New Zealand – the bach.
Not everyone is in the US (obviously) but it does make it a slower news week.
The big news – we saw the Acxiom acquisition by IPG for $2.3b. My take, a smart jolt of data service capabilities for IPG and a signal to the market, they have an appetite to evolve. LiveRamp to obtain tech multiples was going to have to be spun out at some point – this is that in reverse.
^ The question is, will that, as a standalone entity, will they now get snapped up? With the view that that stack should be part of someone else’s mix to compete against Google IDs. I would say given the current environment – yes. If Oath spins out, maybe they’ll be a contender.
More below, a general trend in the stories is that we’re seeing less ‘native’ specific, and the language of content/native is merging. You may have noticed that yourself in the newsletter.
Notable stories this week
- Is Amazon bringing tv ads to Prime?
- Spotify users claiming refunds for Drake ‘promotion’ in their premium accounts. Some are getting it too.
- [From us] Q1 Traffic Quality study. See what’s trending up, what’s trending down. Every time we pull this I am surprised.
- Facebook creates a print mag.
- IAB releases a directory of branded content providers.
- Audience targeting in a privacy-centric world.
- [From us] How Google has a solution for native/content marketers.
- Smart tv’s leaking data. I’ve heard your best bet is to turn wifi off on your tv and rely on the third party devices for connectivity (Roku, Apple TV etc).
- IMGN Media raises $6m.
- Sorrell’s S4 Capital is looking to pick up MediaMonks.
- Quartz sells to Uzabase. This is interesting, a few things. Comments on the low multiple to revenue ($70-$110m on anticipated $35m revenue), headcount of 215. We know branded content makes up a lot of their business (33% in 2016) and now Concert is also selling it. New entity focused on subscription revenue. I would anticipate layoffs are coming to lean out the business in light of this.
Campaign of the week
- Pepsi funded Dr Drew pulls in $15.5m in its opening weekend. Surely the pinnacle of content in 2018!
Datapoints of note
- [From us] Email newsletters drive 124% higher attention for travel brands.
- From a Native study on Viewable vs Non-Viewable bidding strategies. For placements with 40 percent viewability and below, we see a more extreme lift across our network. These placements, which sit at the bottom of the page, are 3.5-times more likely to lead to a conversion than the 70-80 percent viewable placements. In other words, once users are done consuming the content they came for, they are more likely to engage with your brand.
- Instagram stories is twice as big as Snapchat.
- [July 12th] ARF’s NATIVExSCIENCE. Native advertising and branded content are approaches often outperforming traditional advertising. How to plan? How to develop? How to measure?
- Native Institute is hosting Native Days this November. Use code NAIFRIENDBEN to save.
Roles at Nudge: Writer, Developer, Operator.
That’s it for this week.
For when it's July 4th but you've got content campaigns to report on.
Nudge is a content marketing analytics platform that drives performance for leading brand advertisers and premium publishers.