Programmatic native: Tragedy of the commons?

An emerging new trend in native advertising combines the value of native with the easy placement of programmatic. But who is this favorable for?

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A Response to Brian Colbert’s Native Advertising Op-Ed in Digiday

Brian Colbert’s op-ed in Digiday about defending native advertising’s premium value gets the message right: if publishers get caught up in the hype, native’s value could go the way of the banner – and take a lot of hard-won brand trust with it. Just how close are we to this adpocalypse? The answer is in the data.

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Marketers in Many Verticals Are Choosing Native

With comedian John Oliver’s tasteful takedown of native advertising still ringing in the ears of many digital advertisers and publishers, many have been wondering how common native advertising is today. Our recent native advertising research shows that native advertising is being embraced by digital publishers and advertisers across numerous publishing and advertising verticals – not just viral news sites and large consumer brands.

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The Return of Scented Magazine Ads

Perfume ads with scented pages or fragrance samples used to be ubiquitous in magazines, but in recent years the practice of offering scented samples in ads declined substantially.

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How Popular Is Native Advertising?

Over the last year, the hype surrounding native advertising has continued to grow louder. eMarketer recently predicted native ad spending to grow to $3.2 billion in 2017, up from $2.3 billion in 2014. While this is just a fraction of online ad spending (IAB calculated total U.S. online ad revenues at $42.8 billion in 2013), it is a quickly growing segment.

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Email Advertising Insights from ABM’s Annual Conference

I recently attended and spoke at the ABM’s 2014 Annual Conference in Phoenix, Arizona. I presented some insightful research we’ve been doing surrounding Email newsletter advertising. Email newsletters have been vital to b-to-b publishers for many years, but the ubiquity of mobile media has now increased the importance of Email in the advertising mix.

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Online Video Advertising: How to Get Ahead

While the market for online video advertising is growing rapidly, there are several challenges that publishers and advertisers face while looking to uncover opportunities within this medium. A February 2014 MediaRadar study analyzed thousands of online video ads and reveals several best online video advertising practices for publishers and advertisers.

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The State of Online Video Advertising

Online video ads are not just for YouTube anymore. We’ve all seen video content and video ads spread to all of our favorite websites. There’s an enormous amount of hype surrounding online video advertising, and already it is a huge market. Last year eMarketer forecasted that digital video ad spending will grow to $9.1 billion in 2017. We were really interested in first understanding where all of this money comes from.

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Insights from the ABM Annual Conference

On May 5th, I’ll be speaking at ABM’s 2014 Annual Conference in Phoenix, Arizona. I’m very excited to report on some insightful research we’ve done surrounding E-mail newsletter advertising, which is a quickly growing and vital piece of the advertising mix for b-to-b publishers and advertisers.

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