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Native Advertising

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Native Advertising, Explained: Cannes Edition | PRNewser. This is a guest post by Andrew Graham, co-founder of Clear. WPP, Daily Mail, and Snapchat have partnered to create a new company that will, in the words of London’s Guardian, “cash in on the rise of native advertising.” WPP CEO Martin Sorrell put it even less elegantly, stating, “I believe in eating your own children.” The deal is bound to renew focus on how earned, owned and paid media continue to evaporate into one consistent fog. For PR pros who need a refresher, here are some basics of native advertising and a bit about what the three companies probably saw that led to the partnership. Defining native advertising Native advertising is the practice of making an ad on a platform resemble whatever content the user is there to see or read.

A native ad on a social network would appear in a user’s social stream alongside updates from their friends. Making paid content “native” to the rest of the platform in question isn’t exactly new. A matter of transparency Publishing’s structural problems. Public Radio, Capitalism and Native Advertising — To the Point. Public radio tells listeners it depends on them, not corporate advertising. Now Ira Glass, of This America Life, says "public radio is ready for capitalism. " Newspapers are running ads that look just like their stories. In the age of podcasting and native advertising, important lines are beginning to blur. Also, Ireland makes history with the first gay marriage referendum. On today's Talking Point, Washington Post reporter Jason Rezaian is about to be tried for espionage in Iran -- although no evidence has been revealed, and the proceedings may be secret.

We talk with his very worried brother. Photo: Ira Glass, seen here hosting the 2014 Peabody Awards, has stirred up a proverbial hornet’s nest with his comments about public radio and capitalism. Producers:Christine DetzJenny HamelEvan George. No, BuzzFeed Did Not Invent Native Advertising. News curmudgeons relish blaming the internet for things they don’t like, a pastime that is maddening, a little sad, and just ironic. These people who fetishize print media’s past are often selective in their memories of it. Published 1929 For instance, BuzzFeed didn’t invent coverage of silly animals, and it certainly didn’t invent native advertising—that is, advertising with a narrative structure that mirrors surrounding editorial content. (You might also call this “sponsored content” or “advertorial.”) Much of the recent media chatter about native ads makes it sound as though sponsored content was just invented.

I was reminded of this fact while scanning microfiche in the basement of the Hawaii State Public Library last month. Thurston failed to mention that although his column may have been from the heart, the paper’s 80-page special section was a paid write-up, which becomes obvious only upon closer inspection. Advertisement. BuzzFeed launches native video political advertising. BuzzFeed will begin creating native video ads for politicians and political causes, the website will announce Monday. Rena Shapiro, most recently advertising director for Pandora, has been named vice president, Politics & Advocacy for BuzzFeed. Shapiro will oversee native political ads, created in conjunction with BuzzFeed's product and branded video teams from BuzzFeed Motion Pictures. "BuzzFeed is the top place millennials and influentials are reading and sharing news, and with the smart and thoughtful reporting from BuzzFeed Politics, there is a huge demand for political and advocacy groups to tap into that audience.

From our shareable videos to our social posts, there's a massive opportunity and I can't wait to get started," Shapiro said in a statement. BuzzFeed stressed that native political ads will be clearly marked as such, to distinguish it from content created by the editorial team for the site. It's not the first time BuzzFeed has ventured into native ads for politicians. Gawker gets one-third of its revenue from native and e-commerce. Gawker Media has an advertising problem.

In addition to the industrywide problem of declining ad rates and reader response to standard display ads, the edgy editorial content on its flagship vertical, Gawker, scares off many advertisers, leading to what company co-founder Nick Denton himself acknowledges is a “Gawker tax.” But where Denton does see a big opportunity in connecting readers to brands by way of native advertising and e-commerce on its more product-friendly verticals like Jezebel, Lifehacker and Kotaku.

That’s the thrust of a big hiring push Gawker is making this year, which involves staffing up in technology, native advertising and bloggers to stir up conversation about products — all with the goal of ultimately driving readers to purchase. The company says it gets one-third of its revenue from native ad and commerce-driven sales, which it calls “performance advertising.” Advertisement A Gawker ad for the Golf Channel.

Opinion: Native advertising as we know it isn't sustainable. Antoine Boulin is president of media at the publishing company Purch The overwhelming majority of digital publishers (90 percent) have adopted or are considering adding native advertising to their sites. It’s seen as an effective tool by brands and advertisers, garnering 4.1 times more views on average per session and improving purchase intent by 18 percent compared to banner ads. And with spend forecasted to grow 33 percent to $5.7 billion in 2016, it may seem like a very viable option for publishers. Native is still in its infancy, though. While two-thirds of advertisers are increasing their native budgets, it still only accounts for less than 5 percent of the average total ad spend.

And many publishers pursuing this business model have come up against its flaws. Advertisement I’ll dive a bit further into some of the reason why native – as we know it – may not be a sustainable in the long term. Native ads match the look of the media brand’s site or the social media brand’s posts. Hey WSJ – Content Marketing Is NOT Native Advertising. Twitter Rolls Out Advertising on New 'Moments' Feature.

Twitter Inc. isn’t wasting any time making money from its newest feature, called Moments. The new product, which debuted two weeks ago as a way to track big events as they happen, will get its first advertiser this weekend. Twitter will give advertisers a channel on Moments for 24 hours, where they can curate tweets, video and other content. The first users of Promoted Moments will be backers of the new movie Creed, from MGM, Warner Bros. and New Line Cinema. Promoted Moments fits squarely within the trend for native advertising, which delivers promotions that look like other content so that they’re less easily ignored by increasingly ad-weary Internet users.

The new initiative also resembles what Twitter is already doing with promoted tweets. The difference is that advertisers will be able to incorporate many more photos, videos and tweets to build a comprehensive story. BuzzFeed changes editorial standards to allow sponsorships in entertainment programming. (AP Photo) BuzzFeed’s editorial standards were modified earlier this week to allow for greater collaboration between the company’s editorial and advertising staffers, a move BuzzFeed’s editor in chief says will enable the company to keep pace with promotional standards in the entertainment industry.

This week’s update to BuzzFeed’s standards is the latest in a series of editorial policy changes that have come as the company has evolved from a burgeoning Web startup to a journalistic powerhouse with a growing newsroom and satellite editions scattered across the globe. The change, says BuzzFeed Editor-in-Chief Ben Smith, was made as the company experiments with allowing advertisers to sponsor segments of scripted entertainment. The new language does not provide for news sponsorships and applies only to the company’s Life and Buzz divisions, sections of BuzzFeed that produce lifestyle, Web culture and social media content.

BuzzFeed maintains a divide between advertising and editorial staff. Article or Ad? When It Comes to Native, No One Knows. Native advertising—articles paid for and/or written by a brand that live on a publisher’s site—has emerged as a powerful and popular new advertising tool over the past few years. Media companies like BuzzFeed, The New York Times, The Wall Street Journal, and The Atlantic have all invested heavily in the creation and distribution of native advertisements on behalf of brands, with many charging over $100,000 for a native advertising campaign. But with it has come controversy, with many debating whether native advertising is fundamentally misleading readers by cloaking an advertisement in the guise of a story. Publishers have attempted to address this concern by using different labeling, fonts, colors, and other tactics to make the ads look different.

But our findings show that no matter what steps publishers have taken, there is still significant confusion on the part of readers as to what constitutes an article and what constitutes an ad. Key findings Methodology Results and analysis. Native Advertising: Finding the right balance : Future Media Lab. As magazines and newspapers moved online, publishers have had to adapt traditional advertising to this new context. However, recently consumers have become increasingly annoyed by the disruptive nature of banner ads, pop-ups and video commercials. In response, many consumers started to use ad-blocking software in their online interactions. It is against this backdrop that publishers and advertisers have to look for other innovative solutions to monetize their digital offers.

This is where “native advertising” comes into play: companies are moving from the traditional banner ads and investing more into this new form of product promotion that is more naturally blended with editorial content. But do audience accept this new type of advertising? Native advertising for beginners Branded content is not a new phenomenon. In recent years, platforms such as Twitter, Facebook and Buzzfeed offer great examples of how to effectively use native advertising content. Hidden behind curtains?