In order to have successful content marketing, you need a content strategy. By extension, in order to implement native advertising or branded content, you still need a content strategy as a foundation, Rebecca Lieb asserts in the new book: Content--The Atomic Particle of Marketing.
In a new ebook on content marketing, Chad Pollitt argues that creating effective content distribution strategies is key to successful content marketing.
The use of data targeting in native ad campaigns, including both first- and third-party data, increased 3x between Q1 2016 and Q1 2017. That's just one of the findings in Bidtellect's Quarterly Native Report for Q1 2017.
Does branded content actually work? That's the question on the minds of most marketers that have employed some form of branded content -- whether in-feed native advertising or another format. New research by Polar and Ipsos Connect delves into the effectiveness of branded content.
While more than 90% of publishers said they saw native ad revenue increase in in the last year, slightly more than half of those polled said they thought Google and Facebook "own" the digital ad market, according to the findings of a survey about the state of native advertising.
Polar, a branded content platform for publishers, earlier this year created a publisher ranking based on annual revenues generated by publishers of branded content.
Native outstream video is an ad format that can help strengthen engagement with consumers, and more brands are taking advantage of it. What makes the format different, and what are best practices for incorporating it into campaigns?
As more advertisers turn to native advertising and branded content and publishers are racing as fast as they can to meet their needs, eMarketer projects native digital display ad spending in the U.S. to grow 36.2% this year, to reach $22.09 billion. Native digital display ads are expected to comprise more than half of all digital display ad spending in the U.S. this year, according to the digital research firm's first forecast on native ad spending.
It's been well over a year since the Federal Trade Commission (FTC) offered guidance on native advertising. But since then, it settled a big case with the retailer Lord & Taylor in 2016. So what's next, more settlements? Attorney Adam Solomon weighs in.
A new study finds that nearly 40% of publishers don't comply with native advertising guidelines set forth by the Federal Trade Commission (FTC). The study examined native ad trends in 2016 and analyzed thousands of unique native ads from nearly 13,000 brands over the course of 2016.