Native advertising was supposed to be marketers’ answer to banner blindness by creating ads that consumers would want to read and share. But by the time a native ad gets through all the necessary approvals and is shaped in a way that can scale, the result is often evergreen — and bland. But a handful of publishers are trying to create native ads that play off the news cycle, betting that the more timely the post is, the better its chances of being read and shared. There are limitations: It is labor-intensive and hard to scale. “You really have to be resourced and in a philosophical place to be able to respond in a timely enough manner to play in the news cycle,” said Mark Howard, CRO of Forbes.
So with the caveat that not all brands can pull it off, here’s how four publishers are marrying native and the news. Click HERE to read more.
Top magazine companies from Condé Nast to Rodale to Time Inc. convened this week for their annual confab, called the American Magazine Media 360 Conference 2015. The theme, appropriately, was “What’s Next,” as players discussed how they’re grappling with the challenges and opportunities of adapting to the digital upheaval. HERE are the top five things we learned.
The Interactive Advertising Bureau this week launched a nonprofit organization called the IAB Technical Laboratories to help grapple with viewability and other digital advertising issues.
The research and development group will focus on creating technical standards for the industry and a code library to help companies adopt those rules and a testing platform for projects.
The move shows IAB’s acknowledgement that viewability standards still have kinks that need to be ironed out.
Adweek caught up with IAB president and CEO Randall Rothenberg during the 2014 IAB Mixx Conference in New York to learn more about the initiative, whether viewability standards will get easier and the broader definition of who qualifies as an advertiser. More HERE
Spending on Internet display advertising in the US will nearly double over the next five years, according to Forrester Research. New forecasts issued by the company predict total US online display ad spending will reach $37.6 billion in 2019, up 90% from $19.8 billion in 2014.
Meanwhile the “offline” ad market will increase at an average annual rate of 1% to reach $239 billion in 2019, Forrester said. The fastest offline growth will come from cable TV, at 4.8%, while other offline channels such as radio, newspapers, magazines, and yellow pages are all expected to decline via Forrester. More HERE
For decades, ad pages were one of the key metrics for gauging the overall health of a magazine. But as magazine brands have come to encompass more than just a printed product, publishing industry insiders have been looking for new data that better reflect those changes. This week MPA–The Association of Magazine Media is officially rolling out a new brand audience report called Magazine Media 360° that will measure periodicals’ reach beyond the printed page. More HERE
Video advertising isn’t easy, and it only gets trickier to reach captive audiences on mobile devices. Digiday and LiveRail asked media professionals how they were approaching the medium. Here are some key findings about which ad units are most popular, which are best suited to mobile devices and what role standardization plays in all of this via Digiday. More HERE
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:
via How publishers are solving the native-at-scale problem – Digiday.
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