Native Advertising

How Bon Appétit Is Driving Engagement and Revenue with Its OTT App
June 18, 2019 at 12:24 pm

Food lifestyle brand Bon Appétit has developed a recipe for viral long-form video series on YouTube, with its "Test Kitchen" editors starring as hosts. Now the Condé Nast publication is translating its YouTube success to its brand-owned OTT app. Here's how the team is marketing the OTT app, developing new series, and driving revenue.

Meredith’s Executive Director of Video Programming & Analytics on IGTV & OTT Strategy
May 23, 2019 at 1:10 pm

While many publishers remain hesitant to produce videos for Instagram’s IGTV without a formal monetization system in place, Meredith Corporation is rolling out a slate of 20 original series for the long-form, vertical video app. The media company has launched 18 series across its brands to date, generating more than 20 million views on Instagram.…

Meredith CEO Says Revenue Now Only Half Ad-Based
February 4, 2019 at 11:00 am

It’s been a year since Meredith Corp. acquired Time Inc. and while the latter no longer exists, the former is pleased with how things have turned out. In a memo to staff, Tom Harty, who has also been chief executive officer for about a year, boasted that Meredith’s much expanded portfolio now counts roughly 45 million subscriptions and drives around…

Press Release: MediaRadar Study - Native Renewal Rates Up to 40% in 2018
December 3, 2018 at 1:35 pm

NEW YORK, NY (November 30, 2018)— MediaRadar, the leading advertising intelligence and sales enablement platform, today released its latest trend report on digital native ad spend from January 2016 to June 2018. The study reviewed thousands of ads from over 3,000 sites. Market Reaching Maturity According to the analysis, in the first half of 2018, an…

Using Editorial to Spot Business Opportunities
May 4, 2018 at 11:33 am

When I wrote about launching a paid newsletter recently, it was interesting, though unsurprising, that the idea came from an editor. Actually in this case it was a staffer who had moved from editorial to a business department, but clearly someone who still had the editorial eye. I made that transition early. As co-editor of…

4 Church-and-State Scenarios Publishers Must Consider in the Digital Age
March 16, 2018 at 12:56 pm

Some pundits have claimed that publishing’s so-called “separation of Church and State” is a relic of the Golden Age of Print. But given recent trends in marketing and digital publishing, plus the need to consider WWGD (What Would Google Do?), not letting our commercial interests taint our editorial coverage may be more important than ever.…

A Bunch Of Digital Publishers Bought Cheap Traffic And Later Found Out It Was Fraudulent
January 2, 2018 at 12:46 pm

This summer, Ozy.com, a news site that’s raised more than $35 million in funding from high-profile investors, published a group of articles in an ongoing series about how companies and entrepreneurs are trying to be a positive force in their communities. The content was created as part of a partnership with JPMorgan Chase, whose logo…

How to Solve Native Advertising's 33% Renewal Rate Problem
November 21, 2017 at 9:00 am

Native advertising -- also known as custom or sponsored content -- has exploded in the media business, and native campaigns are expected to quadruple in number from 2013 to 2018. Where banner ads are easily ignored or blocked, native advertising engages readers and is more effective at driving them towards a desired action. But there…

How Hearst Pivoted to Native & Programmatic Advertising
November 8, 2017 at 10:49 am

In the past three years, Hearst Magazines has dramatically transformed its online advertising strategy, says Heather Keltz, VP of ad operations and ad product. “Three years ago programmatic ads and native were a small percentage of our advertising revenue, and now they’re a majority of what we’re making for ad revenue overall.” The shift to…

At Hearst, Programmatic & Native Ads Earn Majority of Ad Revenue
November 8, 2017 at 10:36 am

In the past three years, Hearst Magazines' online ad revenue has shifted dramatically from traditional, direct-sold display ads to native advertising and programmatic, says Heather Keltz, VP of ad operations and ad product. Native ads and programmatic once represented a small slice of Hearst's overall magazine revenue; now they drive the majority of ad revenue.…