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This week yielded a few data points from an IPSOS + Polar study on the impact of native content, keep them handy for your next pitch deck. I riff on how we need to push creativity in native and we see more publishers doubling down on video.
Notable Stories this Week
- Hyatt pulls back on its branded content partnership with The Atlantic, focused on inclusion, after events of last weekend they were on the fence but pushed go anyway.
- Reddit is launching native video.
- Mic pivots to video, lays off staff.
- Connatix launched Highlights, to enhance videos and increase engagement. Here’s an example (in the footer).
- More on Jason Calacanis Inside Network. A great source for newsletter advertising (which we know creates high-quality traffic).
- Walmart is nurturing its ad business. Inspired by Amazon?
- Nascar partners with theChive.
- [From us] How Native Can Get More Creative, a riff from me on how native needs a creative renaissance and we need to start pushing the boundaries.
Deals/M&A
- ClearVoice raises $4m for their content marketing platform.
- Plista announces a partnership with Jivox, to enable creative optimization for programmatic native ads.
- Vice cuts a deal with Airbnb.
Campaign of the Week
- Standard Charter & BBC, Demystifying Big Data in Banking.
- CollegeHumor, an Honest Back to College Shopping List for Prime Student.
Smartest commentary
- “The freedom to choose what content to read, view or watch — based on the users’ own interest in the brand or product — is in line with the values of a new generation of internet users, providing marketers with an elegant solution.” – Peter Minnium, President IPSOS
Datapoints of note
- [I missed this last week] Adroll is bringing 35,000 advertisers to Taboola’s exchange.
- Digital Content Marketing revenues are projected to grow at a 22% compound annual rate from 2017 to 2021 reaching $24b in 2021.
- Branded content has 69% unaided awareness and 51% persuasion, in a recent IPSOS + Polar report.
- When engaging with content accompanied by companion display ads, users demonstrated 17% more purchase intent.
- Infographics & galleries were 7% more successful than video in improving user interest.
- Images have the strongest effect on brand interest and opinion.
- Desktop [at the moment] is the better platform, with 17% higher purchase intent.
- Great British Chefs expects to make £2 million ($2.6 million) in 2017, about three-quarters of it coming from branded-content deals. i.e. new Pubs, this is their model.
Thanks, we’re also on the hunt for Account Exec roles, if you know anyone please send them our way, and/or any retweets appreciated.
Ta,
Ben
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