Publishers are betting big on so-called native ads, but scaling it is among the chief challenges getting it to catch on with advertisers. By a commonly accepted definition, native ads are tailored and unique to the host publisher, which limits their ability to reach the audience needed to justify the expense.Here are three ways publishers are trying to solve for this conundrum:
If you think you’re seeing fewer ads while browsing publisher sites, it’s not your imagination.
With recent redesigns, several publishers have trimmed the ad inventory on their sites. When The Chicago Tribune relaunched last week, designers reduced the number of ads on article pages to five from nine to 11. Hearst Magazines’ sites have been reducing the number of standard units in favor of high-impact ones and native ads that run in the editorial stream. USA Today halved the number of ads on its site when it relaunched two years ago. But in place of standard, low CPM ads, publishers are introducing more high-impact units that they can charge more for because they’re more eye-catching, giving them a better chance of being seen, and give the advertiser a more creative palate, more exclusivity and bigger share of voice on the page via Publishers try crazy idea: fewer ads, higher pricing | Digiday.
Magna Global issued a report on Monday predicting a major upswing of 8.3 percent for U.S. television advertising revenue in 2014, after a dismal 2013 in which revenues were down 0.6 percent. But there’s been one significant change: national TV advertising is now smaller than digital media advertising via Digital Media Is Now Bigger Than National TV Advertising
A recent report from IAB drew headlines when their research indicated that Internet ad spending beat broadcast television for the first time ($42.8 billion vs $40.1 billion).
While Internet spending is leading the pack, it’s important to remember that in this data set, television is divided into broadcast and cable. Combined the two are $74.5 billion, meaning the Internet still has to nearly double its revenue to make up the $31.7 billion differential between itself (which includes text, video, radio, etc.) and total television revenues.
This fact doesn’t lessen the impact Internet ads have. Mobile nearly doubled from 9% in 2012 to 17% in 2013.
Display advertising is in a downward spiral. With ad rates sinking, publishers now know that if they want to turn the money picture around, they have to give brands more than just marginal banner space.
Many publishers, from The New York Times to The Washington Post to The Weather Company, are trying to break this cycle by dedicating entire engineering and design teams to building their own premium ad placements that also command premium ad dollars. The groups are meant to produce the wow factor that can lead to higher pricing.Why publishers are building advertising innovations groups | Digiday
Software is eating the world, including the media industry. The rise of ad tech has meant an alphabet soup of acronyms and bizarre new terms. Digiday is breaking it all down in plain English as part of our WTF ad tech series. This installment focuses on programmatic guaranteed ad buying. Via WTF is programmatic direct? | Digiday
For its report, The State of Digital Marketing Talent, The Online Marketing Institute surveyed almost 750 Fortune 500 and ad agency execs, and the results are grim: There’s a vast gap between the digital marketing expertise needed by organizations and the talent actually available to them at every level. Across brands and agencies alike, there’s insufficient focus on grooming talent, training and formally assessing skills. That might seem to spell a great opportunity for recent college grads looking for work. But think again: almost three-fourths of respondents say young hires suffer from an inflated sense of entitlement.
After creating the rough idea for “Good to Be Bad,” Jaguar’s creative agency, Spark 44, and media agency, Mindshare, realized that they would need another partner, one that could create a level of digital depth that would justify the brand’s steep investment in a Super Bowl debut. The call went out to Gawker.
“It was kind of a dream scenario from our perspective,” Del said. “Jaguar’s media agency had approached us about potentially doing something big and different and based around content, so they sent us their creative brief.”
The full “Facebook For Business: Video On Facebook” presentation including slides and Facebook’s notes is splayed out below. It was sent to Facebook’s Preferred Marketing Developer partners in late November to teach them to sell video ads to their clients. [Correction: This was sent to marketers, not presented at a meeting.] Facebook used NDAs to try to keep the presentation away from the public, but you can see a copy here.