Native News: The Respond Blog

Condé Nast embraces native advertising

As featured in Digiday:

Some would consider Condé Nast, its lifestyle magazines fat with sumptuous fashion and beauty ads, an originator of native advertising — or at least advertising that blends in seamlessly with its editorial content.

But in fact, the publishing house has only just now embraced native ads in earnest. Its first corporate-wide native ad, for Pantene, is live on four of the company’s women’s sites (Self, Glamour, Style and Lucky), and a template for its men’s titles is in the works.

In going native, Condé Nast may seem, once again, a little behind the times. Rivals like The New York Times, Time Inc. and Hearst have been out with native ad offerings for a while. Condé also was slow to create standalone websites for its titles and embrace other changes that threatened its core business, like the rise of programmatic ad buying.

But Condé has rarely been a company to take a top-down approach, and Lou Cona, president of the Condé Nast Media Group, pointed out that brands at the company like Vanity Fair andWired have already been creating their own native ads.

“The individual [Condé] brands have been doing this for a while — this is the first time we’re doing it at scale,” he said. “It’s more important to get it right than to be first.”

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Linkedin goes fully native with transition from display ads to sponsored content

Marketing Week features an interview with global VP of sales Penny Price about this change:

Ex-Googler Penry Price joined LinkedIn in September as its global VP of sales, tasked with overseeing its shift from a display ad business to one focused on content marketing. This is powered by its recently launched native ads, which it calls ‘Sponsored Updates’, and which account for 13 per cent of its advertising revenue since they launched last July. Key to Price’s job is explaining that transformation and why companies should be using LinkedIn to build their brands and market to professionals, not just for recruitment.

Read the interview here.

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One second to impress: Julian Smith on why native advertising is the perfect fit for mobile

A great insight from Julian Smith, Head of Strategy at Fetch:

In essence, the idea of native advertising is of integrating a branded message into the content experience rather than interrupting or intruding upon it. And it’s something that is increasingly being recognised as suiting the confines and contexts of mobile usage perfectly.

It’s why, as we all spend more and more time staring at our smartphones, it’s gaining in prominence and industry buzz. In fact, it’s the mobile screen, and how we all use it, that is really fuelling the native advertising debate. That’s where it is increasingly manifesting itself.

As our mobile minutes grow, predominantly in social media conversation streams or in content feeds, it is native advertising, rather than classic banner advertising, that is starting to be seen as the more attractive solution for both advertisers and audiences.

Especially when targeting the younger, Gen Z demographic. While they are constantly glued to their mobile screens they will only give content the most fleeting of glances. As such it is claimed that you now have about one second to impress and impact this audience on their mobile screens. Which is why contextually targeted, bite-size, in-stream advertising content is looking like the best option for cutting through. [...]

My take on the debate is that, very soon, it will not be a brave client who forgoes traditional advertising formats for native, but a foolhardy one that doesn’t.

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66% of attention on a normal media page is spent below the fold

What other reason do you need to try in-article and in-stream advertising as a way to harness attention and deliver an outstanding ROI for advertisers?

Discover how Respond can help. Contact us now.

Stat provided by Chartbeat, a data analytics company.

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A wider definition of native advertising: beyond the news or feed integration

I agree 100% with this. From Campaign APAC:

Whether you’re a fan of the term ‘native’ or not, the social-media context for many is at the essence of the ‘native’ opportunity. Based on this social-only definition, according to BIA/Kelsey, native ads in the US will grow to $3.1 billion this year and reach $5.0 billion in 2017. (NB this is desktop and mobile—APAC and mobile figures seem difficult to find.)

But ‘native’ should enjoy a far wider definition than this, going beyond the news or feed integration example, instead looking at the ad portfolio more holistically encompassing for example branded content, high-impact custom ad display formats, unique placements, video, and data enriched propositions to the mix. They should all inhabit this ‘native’ space, and do so also co-existing with an optimum standard display and performance suites. For their part, eMarketer state that there was a 20 per cent increases in a more broadly defined ‘native’ ad space in the US in 2013, so there are US organisations investing in their future, however APAC publishers and other audience owners are lagging.

This portfolio approach, creating multiple tiers of both scarce and abundant ad product enabled through a single adtech platform holds the key, but it is without doubt harder to plan and execute. However make no mistake, this is the most important challenge to overcome today. Publishers need to be less focused on sell-through rates, and advertisers less focused on buying at price, with everyone instead making real effort to develop and innovate.

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Upworthy chooses native advertising, and says no to “expandable banner ads, homepage takeovers or garish advertorial content”

As reported by Ad Age:

The site has inked a deal with Unilever to help the company promote its Project Sunlight, what Unilever calls a long-term initiative “to motivate people to live sustainably by inspiring them to create a brighter future for children.” The promotions will include both native ads from Unilever as well as a special section curated by Upworthy editors that Unilever will underwrite. The content will highlight “children and adults working to make the world better and more sustainable.” [...]

“You won’t see expandable banner ads, homepage takeovers or garish advertorial content,” the blog post goes on to say. “You will see tasteful sponsorshops, clearly disclosed promotional content, and excellent curation around topics that both the brand and Upworthy believe in deeply.”

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We’re at MediaPost OMMA Native London today

Come and see us if you’re attending. I’m part of the closing panel discussion this afternoon. Find out more about the event here.

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Martin Sorrell: “Native advertising is not naive or ephemeral, it is critical to success”

Producing native content is one of the two biggest growth areas for WPP – and therefore brands – according to Sir Martin Sorrell, whose business manages $75bn of media across the world. Marketing Week reports:

Questioned by News Corp chief executive Robert Thomson at Advertising Week Europe today (31 March), Sorrell dismissed the idea that native content is naive or ephemeral. He claimed that WPP has been the biggest commissioner of programming in the UK in the last three or four years and added that creating good content is critical for agency and brand success.

But he warned that consumers would not be duped by content that appears to be editorial. ”The boundaries between editorial and commercial are breaking down. That’s fine as long as it is clear to the consumer,” he said.

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GE is “leaning in” to native advertising more and more

As reported by Digiday:

As GE’s executive director of global brand marketing, Linda Boff, explained, GE is “leaning in” to native advertising more and more. The multinational conglomerate has been one of the early adopters of the “brand as content creator” trend, using social media platforms and online media partnerships to establish itself as more than a brand that makes big machines, but rather a brand that cultivates and supports a culture of innovation and invention. And as an advertiser today, GE sees native advertising as integral to innovative marketing.

“We embraced native four years ago with BuzzFeed and Tumblr in-stream advertising,” said Boff. “Perhaps where the change is coming from is that there are more opportunities out there than there were before, and I think we are asking for, as probably other brands are, media partners to join us on these opportunities.”

Native, added Boff, has become a go-to way for GE to communicate who they are as a company. “Great content can come from a lot of different places, but funnily enough, it seems to be traditional media can get a little more attention when it comes to native,” she said.

Discover more about native advertising by Respond. See our overview on SlideShare here.

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Native ads help publishers sell more of everything

From Advertising Age:

There’s a school of thought that native advertising is going to kill the banner ad, but a new report fromeMarketer suggests that native sales are spurring display-ad sales at the same time.

That’s because publishers are using their native-ad products to lure marketers into a conversation and then packaging those native ads with a variety of other ad products including display, video and live-event sponsorships.

“Native works very much like a cherry,” Tessa Gould, director of native advertising and HuffPost Partner Studio at The Huffington Post Media Group, told eMarketer. “While it might be the initial hook of the deal, the advertiser almost always ends up also buying other advertising products such as HuffPost Live, video, premium formats and sponsorships. We find that our products work very well in combination.”

That squares with the descriptions of native ad sales from practitioners such as Forbes, which predicted last fall that 30% of its ad revenue would come from ad packages that include its Brand Voice sponsored posts.

Marketers are expected to spend $2.29 billion on sponsored content, including native ads, this year, a 20.5% increase over 2013, according to eMarketer. By 2017, the tactic is forecast to hit $3.2 billion.

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