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Here Are Your Native Advertising Options Mapped Out - Forrester

Here Are Your Native Advertising Options Mapped Out - Forrester | The MarTech Digest | Scoop.it
Success at native means both the user of a media site or app and the advertiser explicitly get value out of the experience. To understand if a particular kind of native advertising is going to be successful, marketers should assess four criteria: Format, reach, context, and identification. The seven core types of native advertising all function to varying degrees against these criteria. Those seven types: paid search, paid social, in-feed exchanges, native ad vendors, publisher networks, publisher-specific custom native, and influencer activation.

CYDigital/marteq.io's insight:

The full report is available to subscribers.

 

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The power of native advertising in boosting B2B sales | Wheelhouse Advisors

The power of native advertising in boosting B2B sales | Wheelhouse Advisors | The MarTech Digest | Scoop.it

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CYDigital/marteq.io's insight:

By no means do I support native especially as it applies to B2B. But should you participate in a display advertising campaign (non-social), then here's a native argument. 

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Don’t Waste Your Time with Native Advertising (Do This Instead) / Say Daily | #TheMarketingTechAlert

Don’t Waste Your Time with Native Advertising  (Do This Instead) / Say Daily | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Digest...


Here are three quick keys to doing native advertising right in the context of 21st century media and marketing:

 

1. Authenticity

Your native ad can perfectly match the editorial context of the publisher you pay, but still spectacularly fail if there is not authentic continuity once the prospect reaches your own site. You should be choosing media outlets with editorial approaches that mirror your own brand voice.

 

2. Action

The best thing to sell with the kind of content that makes an advertisement "native" is more information. Provide independent value in your native advertisement that inherently creates a desire to discover even more.

 

3. Audience

When you realize that a media approach works better than traditional marketing, you understand that you want to build your own audience, not just pay to access someone else's. This makes native ads work perfectly for you, since you're not pitching products or services, you're promising more valuable information that results in audience building.

 

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CYDigital/marteq.io's insight:

This is absolutely the best guidance I've come across regarding native advertising, and I strongly encourage you to adhere.

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Native Advertising: Worth Pursuing - Forrester | #TheMarketingTechAlert

Native Advertising: Worth Pursuing - Forrester | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
Forrester analysts are encouraged to “make the call” and here’s a call that is sure to invite some heated disagreement (native advertising has a way of doing that).


Advanced/ Digest...


How does a marketer get this right?

Weigh and answer four questions with a yes, no or partially/somewhat:

1.    Could the native advertisement appear on the site unlabeled as advertising without causing a backlash? It should be labeled, but if it was unlabeled would it stand out?

2.    Is it shareworthy? Is it reasonable to expect that an unmotivated reader would want to share the native advertisement, on Twitter or Facebook, for example?

3.    Does it appeal to a clearly defined sub-set of an audience? Native advertising works best against a niche.

4.    Would a reader or viewer of a native advertisement be more likely to prefer your brand? In the chase to produce loveable content, some brands risk skipping the “value to brand” objective altogether.

 

Four questions; answer yes (1), no (-1) or partially/somewhat (0). A final sum of zero or less is unacceptable. A sum of 1 or 2 needs improvement. A 3 or 4 means you’ve got the basics down.

 

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CYDigital/marteq.io's insight:

Uncomfortable with native advertising, but as usual...test. Would not be surprised if the FTC starts to move to clamp down.


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How Google Is Killing Native Advertising by @wittlake — B2B Digital Marketing | #TheMarketingAutomationAlert

How Google Is Killing Native Advertising by @wittlake — B2B Digital Marketing | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Advanced/ Excerpt...


Two months ago, (the author) examined the performance of more than 300 BrandVoice articles on Forbes, one of the most established native publishing platforms for B2B marketers.

 

One of the key reasons (that native is not living up to its promises), however, is the surprising part. Google.

 

The result: marketers are forking over big budgets to be able to publish on media properties like Forbes, but they are getting just a tiny fraction of the traffic to their content that staff journalists are getting.

 

Google requires publishers to disclose paid content in sitemaps and treats paid content, including the Forbes BrandVoice articles I looked at, differently than editorial content. The difference on a site like Forbes can be thousands of pageviews on each article.

 

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CYDigital/marteq.io's insight:

If you needed another reason to seriously examine your use of native advertising, besides the FTC's recent comments, here it is.

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Matthew Alipour's curator insight, August 9, 2014 3:27 AM

Interesting how Google can be so tricky despite its "dont be evil" motto.

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Native Advertising Blueprint | KidKreative | #TheMarketingAutomationAlert

Native Advertising Blueprint | KidKreative | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Using a metaphor of a blueprint, this infographic is a basic guide to understanding native advertising.

 

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NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

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CYDigital/marteq.io's insight:

Curated for your information only. Not endorsing this tactic.

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Twitter vs. Facebook: How Top Social Networks Rank on Ad Performance | WordStream | #TheMarketingAutomationAlert

Twitter vs. Facebook: How Top Social Networks Rank on Ad Performance | WordStream | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Do Twitter ads work? The jury's still out, but recent data suggests Twitter's ad performance is weak compared to Facebook's, which is already weak compared to Google.

 

__________________________________

NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com.

 

Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

CYDigital/marteq.io's insight:

Presenting this information not as a comparison, but so that you had a view of Twitter's reach as you consider native advertising and social media advertising.

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All Eyes on Native Advertising, Despite Uncertainties - eMarketer

All Eyes on Native Advertising, Despite Uncertainties - eMarketer | The MarTech Digest | Scoop.it
Seeing digital advertising integrated into the content experience on social networks, news sites and streaming services is a somewhat new phenomenon, but it has taken off quickly.


Excerpt...


Social networks, news sites, digital content aggregators and streaming media services are rife with ads that are integrated into the content experience. According to a new eMarketer report, “Native Advertising: An Emerging Consensus for a New Kind of Ad,” these so-called “native ads” are providing new ways for marketers to reach target audiences and new avenues of monetization for content sites that are under intense revenue pressure.

 

Although business prospects for native advertising are positive, the medium has its detractors. Some media executives and marketers are wary of the blurring of lines between content and advertising that occurs with native ads, particularly in the context of news sites. Others question the return on investment of these ads, arguing that native ads cannot scale for multiple placements.

CYDigital/marteq.io's insight:

As banner ad performance shrinks to as close to zero as you can get, there's a grasp for something different, and that different is native advertising. We've been keeping an eye on this, and find it as a better alternative to display...for now. Watching for backlash.


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9wMedia's comment, July 21, 2018 6:33 AM
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Eye-Tracking Study: Native Ads Outperform Banner Ads [Infographic] - Profs

Eye-Tracking Study: Native Ads Outperform Banner Ads [Infographic] - Profs | The MarTech Digest | Scoop.it
Advertising - Consumers visually engage with native ads 52% more frequently than traditional banner ads and in an equivalent way to editorial content, according to a new study.
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Evaluating Native Advertising in Context [INFOGRAPHIC] - Contently

Evaluating Native Advertising in Context [INFOGRAPHIC] - Contently | The MarTech Digest | Scoop.it
Native advertising provides an alternative to three key problems: brand/consumer disconnects, user experience, and banner blindness.
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Infographic: Email Marketing Vs. Facebook Page Vs. Native App - Apptive

Infographic: Email Marketing Vs. Facebook Page Vs. Native App - Apptive | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:
  • See the article at blog.apptive.com
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Infographic: Native Advertising in Context

Infographic: Native Advertising in Context | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

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