Article
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WARC Best Practice, August 2019
Provides marketers with information and guidance about using native advertising.
Article
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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.
Opinion
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Rico Chan, December 2019
In a world with small screens and even shorter attention spans, marketers are relying heavily on native ads to drive action, conversions and brand storytelling.
Article
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Research on WARC, November 2019
Native ads and their multiple innovative formats are best equipped to deliver experiences that entertain, inspire, and solve for the real needs of consumers from awareness to conversion.
Article
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Alex Brownsell, WARC Category Intelligence, September 2019
Global strategies, campaign updates and trends in content marketing.
News
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11 September 2019
Native advertising is a demonstrably effective channel for brands that leverages trust in the news organisation’s reputation and voice, but a new report finds that the imbalance in negotiating power between client and publisher is creating a ...
News
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16 August 2019
Native advertising content needs to achieve a high quality of editorial content and brand placement in order to achieve the optimal impact, according to a study published in the Journal of Advertising Research (JAR).
Opinion
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Michael Korsunsky, June 2019
The term ‘clickbait’ is used indiscriminately and often erroneously. It certainly doesn’t apply to native advertising, says Michael Korsunsky of MGID.
Research Paper
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Yoori Hwang and Se-Hoon Jeong, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 208-218
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.
Article
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Belinda Barker, WARC Exclusive, June 2019
Examining winning entries into the 2019 World Media Awards for the dos and don'ts of developing a successful content campaign.
News
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15 February 2019
With banner ad blindness at an all-time high, there is great potential for native ads to deliver a better experience for consumers and more effective results for advertisers – and Verizon is responding accordingly.
Article
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Alex Brownsell, Event Reports, The Big Bang, February 2019
Native ads offer an effective alternative to banner ads, which most consumers now routinely ignore if they aren’t actively blocking them.
News
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07 January 2019
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
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Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018
New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.
News
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10 December 2018
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
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ARF - Knowledge at Hand, October 2018
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
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25 June 2018
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
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Low Lai Chow, Event Reports, Advertising Week Asia, May 2018
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.
News
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26 March 2018
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
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16 February 2018
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
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Gian M. Fulgoni, Raymond Pettit, and Andrew Lipsman, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 362-367
Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.
Article
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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.
Article
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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.
News
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16 November 2017
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
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02 November 2017
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 ...
