État des lieux du native advertising en 2016. 12 Examples of Native Ads (And Why They Work) 4 Native Ads the Media's Talking About. Native advertising is perhaps the biggest trend in advertising.
According to a recent eMarketer report, spending on native ads on social sites alone is expected to increase from $3.1 billion to $5 billion by 2017. Advertisers and publishers — and even readers — are helping to evolve the practice. And that means our understanding of the best and worst examples of native advertising are developing in real time. The conversation surrounding the phenomenon presents opportunities to form valuable learnings and insights about the emerging medium, helping brands and publishers learn what works .. and what doesn't. Let's look at some of the instances that experts say will help shape our understanding of native, going forward. Native Ads: Outlets, advertisers, readers and relevancy Five billion dollars. This format is still in flux — still emerging in the online ecosystem. 1. Perhaps even more importantly, the ad elevates Netflix by association. 2. 3. 4.
The key to success. What is 'Native Advertising'? The term “native advertising” has gotten a lot of play around the digital media industry recently, as publishers, platforms and other ad sellers look for ways to differentiate their offerings and combat the continued commoditization of banner ads.
There’s no case that the Internet has shown the power of native advertising. After all, search ads are a truly native form of advertising — and Google can tell you how well that’s worked out. But when it comes to content publishers, things get murkier. Is native advertising really that new, or is it just sponsored content or “advertorial” repackaged for the digital age? Digiday asked industry execs how they define the term. Rick Webb, revenue consultant, Tumblr I think native advertising has two components: First, it is unique to the site it is on. Marketers Expect Healthy Native Ad Spend Growth. The term "native advertising" remains murky, but there's money in the murk—marketers are increasing their spending on native, however the term is defined, according to a new eMarketer report, “Native Advertising Update: Marketers See Healthy Spending Growth in 2015.”
Of course there is no single reason to use native advertising, and the executives interviewed by eMarketer highlighted a variety of benefits. One appreciated its ability to drive viewers to owned media. Another liked it as a way to get around ad clutter. And more than one emphasized the value of native in a world that is increasingly mobile, where screens are small and content is consumed via feeds. But of all the benefits discussed, one in particular was raised by almost every marketer we spoke with: engagement. "Traditional digital advertising has become wallpaper. "We've taken most of the dollars that we put behind digital display into native types of programs and media partnerships,” said Hill. Le "native ad" doit-il être pris en charge par les journalistes ? Ouvrir son flux d'actualités à une marque n'est pas nouveau, mais il y a au moins deux façons de le faire : donner les manettes à l'annonceur ou à l'éditeur.
Cette deuxième option serait la plus efficace. La presse avait rendez-vous avec son « futur » jeudi 27 novembre au salon La presse au futur. Parmi les questions que se pose la profession, ce serpent de mer : comment être rentable sur Internet ? Premium Publishers See Hope in 'Native' Sponsorships. Ad spending on sponsorships is growing faster than expected, as more premium publishers focus on selling customized, “native” digital executions, according to new figures from eMarketer.
As display ad-buying becomes on the one hand ever more automated, with programmatic eating up a greater share of ad dollars each year, premium publishers are on the lookout for a way to stand out—and offer advertisers an experience that doesn’t compare with a typical banner or video ad. eMarketer expects sponsorship ad spending to grow 24.0% to $1.90 billion this year in the US, compared to $1.54 billion last year—slightly up from eMarketer’s previous estimates from August. The figures include spending on sponsorship ads served to any digital devices. The growth comes as more advertisers rapidly increase spending on highly targeted programmatic inventory at the expense, in many cases, of more costly premium placements traditionally found on the homepages of large newspaper and magazine websites. Le promoted article de @slatefr : les chiffres sont bons!
La semaine du 17 au 24 avril, slate.fr a expérimenté le concept du promoted article : une autopromotion pour la page facebook était localisée à la place d'une vignette habituellement reservé pour les articles.
Le grand flou autour du native advertising sur les médias en ligne. Crédit: NYT Regardez ce contenu sur la préparation physique des danseuses du corps de ballet de New York publié sur le site du New York Times.
Ce “reportage”, dont le format ressemble à s’y méprendre à celui de Snowfall, faisant la part belle à l’écriture, aux photos, dessins et aux vidéos, n’est pas une commande de la rédaction du New York Times, mais d’une marque de chaussures, Cole Hann. Même chose pour ce long format sur l’incarcération des femmes dans les prisons, avec des témoignages d’anciennes détenues en vidéo, des chiffres mis en scène dans des graphiques: il a été payé par Netflix pour la série “Orange is the new black”.