Native Advertising

Video: Native Advertising Has to Be Done by the Editorial Team
July 21, 2017 at 9:57 am

Traditionally publishers have preferred a sharp divide between Church and State — meaning the editorial and the commercial side of the business. At least they would be hard-pressed to say anything else. However, Pete Wootton, managing director of digital at Dennis Publishing, thinks that it’s necessary to mix the two when it comes to native…

Why IGN Made a Big Bet on Native Advertising
June 7, 2017 at 5:16 pm

“Video gamers are some of the biggest ad blockers ever,” said Arvind Jayaram, former director of ad products at IGN Entertainment, a Ziff Davis-owned company covering entertainment and video games through events, video programming, and online news. The statement encapsulates one of the biggest challenges the IGN site faces -- diminishing advertising revenue in the…

What’s Next for IGN's Native Advertising Program
June 7, 2017 at 4:52 pm

Director of ad product at IGN Arvind Jayaram said that IGN's native advertising program must constantly evolve to meet client’s unique needs. He said that better native advertising analytics and more flexible design templates are some of the features IGN plans to offer clients in the near future. Arvind shared these strategies and more at…

Lessons From Scaling IGN's Native Advertising Program
June 7, 2017 at 4:44 pm

From training sales staff on how to sell native to optimizing native content distribution, there are several hurdles publishers must overcome in order to effectively scale native advertising. IGN director of ad product Arvind Jayaram shared how the video game and entertainment news site overcame these challenges during his presentation at the 2016 FUSE Media…

How IGN Built Its Native Advertising Team
June 7, 2017 at 4:26 pm

In order to scale its native advertising business, IGN needed to create a dedicated native advertising department and support that team with technology that would streamline native content creation. At the 2016 FUSE Media technology summit, director of ad product Arvind Jayaram explained how that team came together.

BuzzFeed CEO Tells Publishers: Remember Who You Are And Play to Your Strengths
May 31, 2017 at 2:06 pm

Google didn’t become an online advertising powerhouse by bolting on banner ads. It sold what it was good at: search. Similarly, digital publishers pinning their hopes on online ad revenue should play to their strengths, argues BuzzFeed Founder and CEO Jonah Peretti. Speaking at the Vivid Ideas Game-Changer Talks Series in Sydney yesterday, Peretti compared…

Despite Challenges, Native Ad & Header Bidding Opportunities Are on the Rise
May 12, 2017 at 1:26 pm

Last year was a good year for digital publishers. Although overall advertising growth slowed overall, according to eMarketer, digital advertising grew more than 15% and almost cleared $70 billion. And, by 2020, digital spend is expected to reach $100 billion. A number of factors are driving growth, one of which is mobile technology. But native…

The Latest Important New Role at Publishers: The Influencer Wrangler
April 13, 2017 at 1:50 pm

As marketers are embracing influencer marketing, publishers are increasingly tapping social stars to build their editorial brand. As a result, the role of influencer manager — that is typically found at an ad agency — is gaining importance at media companies. An influencer manager’s responsibilities vary depending on the organization. They can be simply to…

5 Tips for Setting Your Digital Media Priorities
April 13, 2017 at 10:40 am

Publishing used to be a pretty simple business: Write stories your audience wants to read, look after your advertisers, pay attention to paper, print, and postage costs. Presto: a profitable publishing business. These days, the bit that used to be simple typically brings in a lot less money than it did, and the new digital…