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News

NEW YORK: The past year has seen a surge in the use of the native advertising format and a dip in programmatic advertising as advertisers react to brand safety concerns, a study suggests.

Article

This article examines what publishers can learn from large internet companies like Google and Facebook to increase programmatic revenue.

Article

This article provides marketers with information and guidance about using native advertising.

Article

This article explores how beating ad blockers is only part of the solution, and the advertising industry has a duty to do native advertising well, in order to avoid turning off consumers.

News

BEIJING: Artificial intelligence is being deployed by PHD China to enable the integration of content consistently across multiple online video channels.

News

LONDON: Mobile's share of digital advertising expenditure in the UK has grown ninefold over the past five years, with spending on mobile video more than doubling during 2016, new figures show.

Article

This article provides marketers with key tips on how to avoid making mistakes with native ads and explains how to use them effectively.

News

LONDON: A number of leading online publishers in the UK are embracing branded content to the extent that they are now merging their editorial teams as they adapt to this growth area.

News

LONDON: Programmatic native advertising has many advantages, but it has also been criticised for blurring the lines between content and ads, says a leading industry figure who recommends five core principles to keep consumers engaged.

Article

This article offers best-practice guidance for B2C and B2B advertisers looking to use programmatic native advertising, which must always blend into and enhance the content it accompanies, meaning that creative must be valued and targeted accurately.

Article

This article takes a look at the current state of play in programmatic, and examines how it has given a new lease of life to native advertising - as well as the challenges faced in this - offering tips to advertisers who are looking to trial it.

Article

This article proposes a set of core principles that will help advertisers as they create brand-aligned, differentiated and valuable native advertising experiences delivered programmatically - a task that brings ever greater responsibility to apply best practice and ensure a good value exchange.

Article

This article posits that the integration of AI into native advertising will be a game changer for the industry, as tools such as IBM's Watson deliver insights and analysis at scale, which will lead to more efficient campaigns that deliver on RoI.

Article

This article introduces a series of papers on programmatic native advertising, a campaign execution in digital communications that is so vital it is predicted to account for almost three-quarters of all display ad revenue in the US by 2021.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

Article

This event report outlines how refocusing on quality content can help marketers and publishers achieve their digital goals.

Article

This article examines how trust in content is being depleted at such an alarming rate, causing problems both for media and for advertisers.

Opinion

Millennials are not lazy, as some would have us believe. Young people today aim to be superhumans.

Article

This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.

News

LONDON: The Guardian is launching a new online platform that will allow brands to host their own content on its website rather than being required to align themselves with the newspaper's own native content.

Article

This article predicts that native advertising will be a $36bn market by 2021, compared to the $30bn that will likely be spent in 2016.

Case Study

This case study looks at how Small Luxury Hotels of the World, a brand that offers a selection of independent hotels to rival big chains, ran a campaign in the UK and Germany that adopted premium publishers to gain trust among the small target audience.

Article

This event report details research from Sharethrough, a native advertising software provider, on the use of native video to reach Generation Z via mobile.

Article

This article aims to lay down firm, comprehensive advice to brands attempting content marketing, arguing that it allows communicators to break rules and step out of comfort zones, but that creators should not stray from the fact that consumers will always choose to experience great content.

Article

This event report considers one of the strategies being adopted by publishers to push content marketing openings – the creation of dedicated in-house agencies.