the future that Medium founder and CEO Ev Williams sees ... doesn’t include advertising, not even the native advertising that was a key piece of Medium’s plan ... a Spotify-ish model that pools subscribers’ $5 monthly contributions and doles them out to a select group of creators based on how many “claps” the creators get... once they’re in the …
the broken system is ad-driven media on the internet... doesn’t serve people... it’s not designed to... “content” we all consume on a daily basis is paid for — directly or indirectly — by corporations who are funding it in order to advance their goals. And it is measured, amplified, and rewarded based on its ability to do that. Period. As a result…
many consumers perceive them as scams because they don’t understand that the message/post is actually paid for by the brand... the buyer feels betrayed. This reflects poorly not only on the brand but the publisher as well... The only technique ... is marking native ads. However, due to the very nature of these units, the ‘markings’ are very subtl…
We have ideas for sponsored Codas, that are of interest to specific groups.
42% use editorial teams for native advertising... Yet 38% say the lack of separation of the editorial and commercial sides of the business is a threat
isn’t squeamish about mixing marketing and editorial.... For instance, a commercial journalist sits within the editorial team and creates content for the ESI Media brands across a vertical like TV and entertainment, will help pitch ideas for a relevant TV client
Circa 360, will produce two weekly ad-supported VR pieces... brands can run VR-shot pre-roll ads... take our consumers to places that journalists get to go but the public very seldom gets to ... immersive advertising ... augmented reality ad spots... short videos that hand off to each other—they have a purpose or a pathway to see other stuff b…
two products, Springboard and Time Inc. Connect to help editors source content from contributors, some for traditional editorial content and some for native or branded content... a way for editors to create more content around specific topics or events rather than just getting content on the cheap... gathering ... people with some degree of social…
One small tag for Facebook, one giant disaster for your favorite publishers... For publishers sharing native ads ... have to tag the brand in the post... that brand’s marketing team gets access to the post’s insights... allow savvy marketers to calculate just how big a margin publishers are taking on these campaigns — and potentially walk away fe…
MediaRadar said the average renewal rate for sponsor content this year is 21 percent.... Polar recently described renewal rates as “weak,”... We give the advertisers what our standards and ethics forever forbade — confusing our readers about the source of content — and then the advertisers wake up and say, ‘Well, that was fun. But we’re bored with…
The New York Times is acquiring a marketing agency... Fake Love, an agency that specializes in live experiences, virtual and augmented reality... to grow its revenue in part by offering more ad agency services,.. I’m getting daily requests for [augmented reality]... chatbots. And VR, the market is already hot.
The Atlantic expects native campaigns to drive 70 percent of its ad revenue this year, up from 60 percent in 2015... the NYTimes’ branded content division, T Brand Studio, now includes 70 staffers and will “deliver more than $50 million in revenue this year,” up from an estimated $35 million in 2014
For The Atlantic, sponsored content has proved better ROI than other ad formats. Native advertising is estimated to reach around 75 percent of The Atlantic’s ad revenue this year, up 15 percent from 2015... a spectrum of native ads, from video to infographics to text-based editorial pieces
Also called native advertising, sponsored content borrows the look, the name recognition, and even the staff of its host publication to push brand messages on unsuspecting viewers... the line between what’s sponsored and what isn’t—between advertising and journalism—has already been rubbed away. who would bother pitching a story to The Atlantic …
Advertisers have to spend $250,000 in native plus display over 60 days (up from the minimum BrandVoice package of $150,000). If they don’t get a lift in at least one of four metrics (awareness, favorability, recall, purchase intent), they get their money back.
BuzzFeed has mastered the art of distributed publishing... 5 billion views per month ... across 30 platforms, from Facebook to Pinterest to Snapchat. In a month it does 3 billion video views, less than 5 percent of which are on BuzzFeed.com.... But BuzzFeed must navigate a thorny transition... What’s the ROI of (brand) cat videos? Marketers al…
With independent journalism increasingly looking like an endangered species, a EU communication strategy that helped European media build the European Public Sphere would be a smarter longterm move than propaganda and brochureware
The might of Google and Facebook in the digital market, combined with structural changes such as the growth of mobile, which is proving harder to monetise than print, has increased the pace of change since last summer... Guardian Labs, its branded content division launched in 2014, to “make a far, far greater contribution” over the next three yea…
Consumers have difficulty distinguishing between native advertising and editorial content, according to a new study by researchers at Grady College ... only 17 out of 242 subjects -- under 8% -- were able to identify native advertising as a paid marketing message in this experiment... Just 18.3% identified native ads as paid messages in the secon…
the next phase of Medium is about linking writers with brands, with Medium acting as the go-between, vetting creators. Meaning, in part, a native advertising hub filled with long-tail content.... There’s going to be sponsorships and branded dollars on the platform. Our vision is to connect quality creators with brands who may want to work with the…
The publisher is uniting its existing content marketing packages and launching a sponsored content offering “paid posts,” under a newly branded unit, FT Squared, dedicated to these kinds of advertiser partnerships. - The Financial Times readies paid posts for advertisers - Digiday
"It's a discussion that's been running for a long time, but has kicked into overdrive because of Apple's release of a new operating system for iPhones and the launch of new services like Facebook Instant Articles and Apple News. And it's something you'll be hearing more and more about if you read things online..." Good observation: "if content …
"Stephanie Losee, who helped build Dell's content-driven marketing and held the title of managing editor, has joined Politico as its executive director of brand content... Politico Focus will not only help advertisers create content butwill not only help advertisers create content but also provide services around data and research" - Politico H…
"Condé will have editors from its fleet of magazines work directly with marketers to produce branded content.... ... raises another potential tension point: the extent to which journalists should be involved in the business side of publishing. In the media world, the two wings have long had a church-and-state separation." - Conde Nast Unveils Br…
"Following on the heels of the Guardian and Metro UK, News UK has developed a Creative Content Unit to focus on native advertising... We've entered a new world where lines are fuzzier. The ethics shouldn't be fuzzy... If you're straight up and disclose who you are and where you're coming from, readers are mature enough to determine whether it's s…
If you care about EU democracy you need to care about European media, particularly as the upcoming US media invasion gets underway. They'll be pushing on an open door when they get to Brussels.
"... It goes by many other pseudonyms — “native advertising,” “content marketing” — but the basic value proposition in most cases is the same. Publishers work with sponsors to create content that is “native” to the particular platform (in some cases looking very similar to editorial content) and is more engaging than display advertising.... This…
"the Orange is the New Black-inspired content series on women inmates in America cracked the top 10 most read articles on the site, with fifty percent of its traffic coming from social media and 60 percent from mobile. ... time spent ... rivaled time spent with the top New York Times editorial. “ - New York Times adman gushes over native advertis…
Part 2 of my second weekly roundup, where the overriding theme is innovation.
The NYT's "Snowfall" of native advertising. Great quality. Still don't like native advertising.
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