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.
Chad Pollitt, Admap, March 2017, pp. 24-26
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.
Robert Weatherhead, Admap, March 2017, pp. 37-39
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.
Ruth Zohrer, Admap, March 2017, pp. 27-29
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.
Dale Lovell, Admap, March 2017, pp. 42-43
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.
Colin Grimshaw, Admap, March 2017, pp. 3-3
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.
Ian Gibbs, WARC Best Practice, March 2017
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.
Alex Kozloff, WARC Exclusive, January 2017
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.
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.
European Association of Communications Agencies, Finalist, Euro Effies, 2016
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.
Craig Rodney, WPP Atticus Awards, Merit, Digital Communications, 2016
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.