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News

If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.

Article

New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.

News

British consumers are more likely to purchase from brands and recommend them to others once they have been served relevant, native ads rather than traditional display ads, a new survey has found.

Article

Provides marketers with information and guidance about using native advertising.

Article

As new advertising platforms enter the marketing landscape, a range of new strategies and formats have been developed, primarily for digital and mobile media, but it is difficult for marketers to know how to optimise these.

News

TOKYO: Branded content is an opportunity for media owners when the reputation of the publication itself and content quality are top of mind for readers, according to research by the Financial Times.

Article

Branded content is an opportunity for media owners, with platform specific content and quality top of mind for consumers according to new research by Financial Times.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Case Study

OPR Finance, a corporate loans company, launched a digital native storytelling campaign in Denmark to raise brand awareness and stand out in the market.

Research Paper

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.

News

SAN DIEGO: A combined total of 90% of Amazon shoppers either don’t notice ads on the e-commerce site or find them useful and relevant, according to a new study which describes the outcome as native advertising in “its best form”.

News

NEW YORK: Marketing researchers are yet to provide measurement standards that fully demonstrate the efficacy of branded content across TV and digital, according to a paper in the Journal of Advertising Research (JAR).

Article

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Article

UBS, the Swiss bank which operates globally as both an investment bank and as the manager of incredible wealth portfolios, has shifted away from traditional marketing communications to embrace content marketing across digital channels.

Article

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

News

SYDNEY: Content marketing and native advertising are becoming more popular as “top of the funnel” strategy, but more education is needed to boost the medium, according to print media executives.

News

SAN FRANCISCO: In recent years, publishers have rushed to create video content that they can monetise using pre-roll ads, but such an approach is short-sighted according to Bleacher Report, which sees its video future being driven by sponsorships ...

News

SINGAPORE: Native advertising and effective content marketing delivers a much better ad experience to consumer, according to a senior executive at Singapore Press Holdings, the country’s largest print media publisher.

Article

Singapore Press Holdings, the country's largest print media publishers, has built an effective native advertising and content marketing operation.

News

LONDON: Native advertising offers real benefits for both consumers and marketers as long as it is developed and deployed correctly – and eight critical elements underpin campaign success, according to a leading research analyst.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

News

LONDON: UK tabloid newspaper The Sun believes that Facebook has redefined the way in which content discovery is accepted and that publishers have little choice but to adapt accordingly.

Article

News publishers around the world are having to come to terms with novel distribution methods and the demands made by social media and Facebook in particular.

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.