Entertainment powerhouse 'Variety' is turning up the volume on branded content. CMO Dea Lawrence says some of that content can go through programmatic pipes, while some is better suited for other forms of distribution.
Native advertising and content marketing will become more effective than advertising in 2017, while optimizing landing pages will become a new focus as well.
This year, programmatic capabilities will come to native advertising, according to Dan Greenberg, co-founder and CEO, of Sharethrough, a provider of native advertising software for publishers. Greenberg maintains that buying techniques will begin to mature and have a creative impact on native advertising.
Marketers will continue to up their game in native advertising and branded content in 2017, realizing that connecting with consumers through content is frequently more effective than advertising.
There are six challenges for native advertising that you should be thinking about for 2017. For starters, creating good content, while obvious, is easier said than done. Tapping into the wisdom of editorial teams may be trickier but can reap rewards in terms of fresh, topical creative ideas and collaboration.
In a new study conducted on native advertising, 54% of respondents said they'd felt deceived by native advertising in the past, and 44% weren't able to correctly identify the sponsor of the native ad they read.
More than 20 Interactive Advertising Bureau (IAB) members offered native advertising predictions for 2017. The predictions come from members of the IAB's Native Advertising/Content Committee.
Politico Focus, the native advertising arm of Politico, is on a roll. The unit, which describes itself as a "brand journalism and data studio," aims to help marketers and agencies understand and engage political influencers.
Last week, the best and brightest minds in native advertising/branded content/brand journalism gathered in Berlin for the Native Advertising Institute's (NAI) Native Advertising Days conference. The Copenhagen-based NAI hosts the global gathering to discuss best practices, case studies, how-tos, trends, and honor excellence in native advertising.
In its Quarterly Native Report, Bidtellect found that click-through rates were 200% higher on mobile native ads than on desktop for the first three quarters of 2016.