My final week in NZ, it’s a market in the state of rapid catch up, some conversations -> it’s growing rapidly, others are about to flip the switch.
Heading back to the northern hemisphere, where it’s been a bit quiet the last week or so. However, I have pulled together a few recent stories, highlighting developments in the Indian market.
Notable Stories this Week
- Refinery moves branded content further down the funnel by retargeting post content consumption. ‘Refinery29’s internal data already suggests that two out of three readers purchase products after seeing Refinery29 content.’ Getting more sophisticated with offerings like this will increase stickiness with advertisers and help monetize on network inventory more effectively.
- ^ Nudges benchmarks find around 1-3% of readers of native content take a purchase intent action after reading. No question content works.
- Food52 getting creative with native.
- We see a sneak peak of Google Chrome’s built-in ad blocker in Android’s developer release.
- [Indian native market heating up] This is the most recent announcement: Japan’s Freakout Group opens in India.
- Prior, Zirca announces ContentDB, an integrate native advertising management platform and POPXo celebrates 9.5m unique users for its women focused network.
- NY Times Programmatic Director Sara Badler talks with TheDrum about their programmatic native advertising progress.
Campaign of the Week
- 8 Childhood Tradition’s We’re Passing Down to Our Kids, PureWow + Hersheys Simple Syrup. Bringing the family vibe.
Datapoints of note
- A Nativo & comScore study explored the pairing of native ads pair with on-site branded content. The results, the pairing drives an increase in unaided awareness 11%, online ad recall 18% and purchase intent 13%.
- ^ This might seem obvious but in planning campaigns, factor this in. Consider more of publisher amplification than off-network.
- Finance specialist Dianomi serves 3.5 billion ad units/monthly.
- Today is the last day for entries into the Native Ad Awards 2017.
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.