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.
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.
Yoori Hwang and Se-Hoon Jeong, Journal of Advertising Research, Digital First, May 2018
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.
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”.
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).
Brian Carruthers, Event Reports, ad:tech London, November 2017
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.
Brooke Hemphill, Event Reports, Marketing to Mums, November 2017
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.
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 ...
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.
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.
Rebecca Lieb, WARC Best Practice, October 2017
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.