Native Advertising

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…

‘The Model Can’t Hold’: Publishers Face Content Studio Growing Pains
March 10, 2017 at 2:49 pm

Two years ago, The New Republic did like many publishers before it and built an agency-style unit to sell big, lofty, content-based campaigns to marketers. The publisher was determined to avoid the missteps of other publishers that struggled to make branded content profitable. There were some wins — it signed Casper, Getty Images and IBM.…

Branded Content & The Shadow Marketing Tech Stack
March 9, 2017 at 10:03 am

If branded content is a car, it should be a dune buggy, not a Cadillac. Content marketers need to be super agile — able to stand up a blog, digital magazine, or microsite in short order — to respond to what’s going on in the world and experiment with ideas without huge investments and long…

5 Ways to Improve Native Ads While Maintaining Reader Trust
March 8, 2017 at 3:16 pm

Native advertising is now a major revenue driver for publishers, and its share of the advertising market will continue to grow. Revenue earned from native display advertising in the U.S. is expected to surpass $34 billion in 2017, and by 2021 it will make up 74% of U.S. display ad revenue. In 2014 Doug Anmuth,…

One In Three Publishers Don’t Follow The FTC’s Native Guidelines
March 2, 2017 at 1:57 pm

Thirty-seven percent of publishers fail to properly label their sponsored content to comply with the FTC enforcement policy issued in December 2015, according to MediaRadar. The ad sales intelligence firm scanned sponsored content ads from 12,000 brands over the course of 2016. The numbers may look bad, but they actually represent progress. When the FTC…

Press Release: Vox Media Names Trei Brundrett Company’s First COO
February 6, 2017 at 1:24 pm

Today, Vox Media named Trei Brundrett our first Chief Operating Officer. As an essential part of Vox Media since 2006, Trei grew Vox Product from a just few employees huddled in a DC basement into a division of 120 designers, engineers, and product managers who have successfully launched or relaunched each of our eight editorial…

Quartz Plans to Double Commercial Team in the U.K. to 20
January 27, 2017 at 2:46 pm

Quartz prides itself on being a global brand, but there comes to a point when a stronger local commercial presence is needed. In London, it plans to increase the European sales and marketing team from 11 to 20 in the next year, hiring a mix of designers, branded-content specialists, researchers and project managers. Previously, most…

How Bustle, Atlantic Media Are Expanding Their Agency Services
January 20, 2017 at 2:19 pm

Today’s publishers have to think about more than just advertising and subscription revenue. The latest example is millennial women-aimed Bustle, which has launched Bustle Trends Group, a research arm. The Trends Group plans to publish white papers and do custom projects for companies that want to market to millennial women. The unit is being led…