Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "native advertising"
- Public relations professionals have a variety of tools to reach key audience groups, including what are known as earned media placements. When it comes to sending out press releases, 83% of publicists say they post announcements on social media, making the newer channel more popular that news distribution services (69%), a newsroom page on an organization’s website (61%) and somewhere else on a website (43%), PR Newswire found in a survey. “Because the attention economy is fragmented across a wide range of platforms, comms professionals have turned to the integrated, multichannel strategies their marketing companions have championed for years,” according to PR Newswire. A slim 9% said they used paid placement, which typically is a hybrid form of advertising and information known as native advertising or sponsored content. Amid concerns that generative artificial intelligence, the technology behind the popular app Chat GPT, will one day replace knowledge workers, only 26% said they use these tools to help craft content for press releases. Among those respondents, the most popular uses for Gen AI is writing headlines (49%), writing body copy (41%), proofreading content (41%), generating ideas for press releases (38%) and conducting research (27%). “Those who are using gen AI to craft press release content reported doing so carefully and methodically,” according to the report. “A couple of respondents compared their use of AI to having an intern who creates the first draft, followed by heavy oversight and editing by a more senior professional. It’s important to remember that generative AI is merely a tool to help increase efficiency rather than replace creativity.”
- Comms professionals have turned to integrated, multichannel strategies their marketing companions have championed for years.
- But the ARF report is nonetheless worth reading if you want to get a handle on the burgeoning supply chain of "attention measurement" researchers, both native and non-native.
- Microsoft has partnered with Roku since 2022. Microsoft's analysis of how CTV increases performance for campaigns shows TV streaming drives an increase in search behavior. Roku TV streaming ads lead to a 9% increase in brand searches per user and an 11% increase in clicks per user.
- Native advertising, augmented reality and dynamic creative optimization are among the tools marketers can adopt to engage consumers.
- Amazon, Target, and Walmart took the most in ad spend from brands, totaling more than $2.3 billion -- but the percentage in the top five categories differed, according to MediaRadar data.
- Consumers are shifting toward more intentional online behavior, away from social platforms and toward editorial sites such as news and lifestyle sites, mainly because the content is more positively perceived. Some plan to spend their time offline.
- Ad "extensions" that break the monotony of back-to-back traditional ads on connected TV garner higher levels of viewer attention.
- Native ad formats including paid branded content and influencers now represent the biggest share of digital budgets, supplanting options such as paid search, display, social and video in the media mix.
- American businesses are spending more time researching direct-to-consumer advertising, native advertising and search engine marketing.
- Having a quality product isn't always enough. Today's consumers are holding brands to a higher standard, and it's not enough to support a cause and then be done. Consumers are looking for consistency from their brands. Dove's #ShowUS campaign reflects that.
- The visually compelling content was created to appeal to outdoor enthusiasts ages 21 to 27 who embraced new experiences and were forward thinking.
- It abandoned conventional tactics and created the next trend its ladies would covet, the "Santa Clarita Diet"-a new lifestyle that addressed their biggest passions: professional success, health, and beauty.
- In addition to the native homepage, these cartoons were also featured in promotional assets designed to drive traffic across display, social, and newsletter activity.
- The effort focused on people with type 1 and type 2 diabetes and readers of "The New York Times" Technology and Health sections and its Facebook newsfeed.
- The investment management firm needed to transform brand opinion, and a partnership with a respected, trusted media partner was required to accelerate and bring credibility to the transformation.
- The team created end-to-end automation in paid media by building an ad tech stack designed as an orchestration and activation layer that sits atop a content and delivery system.
- The medium of choice for native advertising increasingly is social media networks, not conventional content publishers. According to eMarketer's just-released updated estimates, 73.5% of native advertising will appear on a social network, social network game, or social network app in 2018.
- Digital advertising and subs are up, but native has halved in just one year in B2B.
- The Native Advertising Institute took on an ambitious project in 2017 to benchmark the supply of suppliers. The result was a Lumascape-like chart listing 272 vendors. Based on its 2018 update, the marketplace has expanded 48%, year-over-year, to 402.
- Findings in a my6sense study suggest in-feed ads showed two times higher click-through and engagement rates than recommendation widgets, and up to 10 times higher CTRs and engagement than in-ad units.
