Veille digital #14 – Le Native Advertising : Buzzword ou nouveau concept publicitaire Bonjour à tous et bienvenue sur cette veille digitale #14 consacrée au native advertising. Qu’est ce que le native advertising ? Il s’agit d’un nouveau concept de publicité qui doit bouleverser les modèles publicitaires digitaux en intégrant « nativement » les contenus publicitaires au sein des contenus. En d’autres termes, l’idée est d’immerger les contenus publicitaires au sein des contenus éditoriaux avec des messages ciblés et liés au contexte, voire même complémentaires, pour le bénéfice de l’expérience utilisateur. La finalité étant double : avoir un résultat plus qualitatif pour l’annonceur qui propose une publicité optimisée, et surtout soulager l’utilisateur pour ne pas le noyer sous la publicité display. D’où est venue cette idée ? Cette nouvelle tendance est venue d’un constat simple, la publicité traditionnelle en ligne (display classique) perd des parts de marché et ne profite qu’à la marge de la croissance des investissements en marketing online. Il y a deux raisons à cela :
5 reasons why native advertising has a bright future | VentureBeat | Business | by John Koetsier Successful CMOs achieve growth by leveraging technology. Join us for GrowthBeat Summit on June 1-2 in Boston, where we'll discuss how to merge creativity with technology to drive growth. Space is limited. Satish Polisetti is cofounder of AdsNative There’s no question that native advertising has a bright future. Research by MandLoys indicates that 70% of users want to learn about a company or a product through content. Simply put, if you want to really engage consumers, you’ve got to run a content-driven campaign and you’ve got to get that content to a large audience precisely when and where they want them the most. Native ads can do that. While native advertising offers huge advantages for both publishers and advertisers, it also comes with two major challenges: convenience and scale. So what happens next? With native advertising sweeping the industry, it’s only a matter of time until the advertising technology catches up to the demand. Publishers will create native ad spots in minutes
What you need to know about the brand-new native ad exchanges | VentureBeat | Marketing | by Dylan Tweney Successful CMOs achieve growth by leveraging technology. Join us for GrowthBeat Summit on June 1-2 in Boston, where we'll discuss how to merge creativity with technology to drive growth. Space is limited. Request your personal invitation here! Over the past year, numerous “native ad exchanges” have emerged, including MoPub, my own company Sharethrough, Bidtellect, and OpenX (see the full native ad marketplace diagram from Lumascape here). So how are these different from existing display advertising exchanges? Native advertising differs from display because the good being exchanged is content. VentureBeat asked developers: what works in mobile advertising? Also, unlike display ads, native ads by definition must match the form and function of each page on which they appear. Imagine you’re a marketer looking to gain an audience for your latest Vine video beyond the closed Twitter/Vine platform. Then you come across the new world of native ad exchanges that give you: Native media formats
Thème, support, forme, que veulent les jeunes en matière de native advertising A l'heure où les jeunes passent toujours plus de temps en ligne, les marketeurs cherchent de plus en plus à investir la toile pour les captiver et les attirer. A ce sujet, la rédaction d'Air of melty vous révélait il y a trois semaines que la tendance est confirmée, sur Internet, les jeunes préfèrent le native advertising à tout autre type de contenu publicitaire. Dès lors, pour Ben Wiliams d’Adyoulike, qui a mené l'étude dévoilant cette conclusion, cette tendance "montre que les jeunes sont intéressés par la publicité en ligne, dès lors qu’elle est perçue comme étant non intrusive. Les internautes veulent du contenu de qualité, un contenu qui les intéresse. Qund c’est le cas, ils se montrent tout aussi intéressés meme s’il s’agit d’un contenu payé". Parmi les sujets en ligne qui captivent le plus les moins de 35 ans, on retrouve les news, à hauteur de 76%, suivi du sport (38%), des infos lyfestyle (24%) et culinaires (23%).
The Shift to Native Advertising in Marketing [Infographic] Advertisers Go Native in the Search for Consumer Engagement It’s a simple premise. If you want to engage online consumers, give them more of what they go online for in the first place. Advertisers are doing just that by shifting to paid content that’s similar in nature to and displayed in the same format as the editorial content surrounding it. It’s a solution that benefits everyone involved, including publishers, brands, advertisers, and consumers. A new infographic from MDG Advertising explains this new phenomenon and reveals some impressive statistics: 70% of consumers want to learn about products through content as opposed to traditional ad methods75% of publishers currently offer some type of native advertising on their sites, and 90% say they either have considered or will consider using it There are a number of motivating factors triggering the use of native advertising: There are a number of ways to measure the success of native ads: Follow MDG Advertising and always be in the know.
The Art of Selling Out: A Guide on Native Advertising, Part I >>> Take me to Part II If a website doesn’t exist to sell shoes, offer quotes for life insurance, or find the cheapest airfare from LAX to JFK, how does it make a buck? While the purpose of e-commerce and lead generation sites may be obvious, the conversion goals of a media site like Twitter, Buzzfeed, or CNET can be puzzling. But media sites can easily be monetized: hosting display advertisements, becoming an affiliate marketer, and accepting paid “sponsorships” for content that promotes certain brands or products are just a few methods of generating revenue with a media site. If you’re running a media site that receives considerable traffic and are wondering how to start making a living off of it, these are all excellent options. However, some forms of advertisement — namely native advertising — can be controversial when dealing with a website where content is expected to be editorial rather than promotional. What is native advertising? These infamous display ads (i.e. What went wrong?
The Beginner's Guide to Native Advertising As an online marketer, you have come across this new format time and time again. People continue to struggle to define this format since it is a burgeoning industry without many rules and guidelines. We will describe why we think this new term has surfaced and taken the online advertising world by storm. In the digital advertising landscape, marketers are facing increased competition and noise in the paid search, display, mobile, and social arenas. Telling a story is at the heart of why your business hires a public relations agency. What if the media outlet didn’t like your brand image? One of the major benefits of native advertising is control over your message. 1) The currency of native advertising is an ‘emotional’ impression. Native advertising comes in many different flavors and formats. Native advertisements integrate your brand’s story intimately with the publisher. 2) Native advertising relies on powerful storytelling to attract the reader.
A Dummy's Guide to Native Advertising New Delhi | | August 21, 2014 In India, native advertising is still finding its feet and is mostly absent. But, what exactly is native advertising? Harping about products and services in ads may not be passé, but marketers are looking beyond. In this new digital era, brand marketing has become ever so dynamic and marketers are now looking at creating the passion point for their audience and engage them with the brand. Native advertising is much more than the new kid in the digital landscape and it represents a fundamental turning point in the evolution of digital advertising. What exactly is this? Native advertising is a relatively new approach to online advertising, wherein brands provide content based on what users are passionate about, as opposed to sponsor content, where brands push their marketing message. Native advertising is content marketing 2.0 where the basic principles of content marketing remain the same. What do native ads look like? How much will it cost? © 2014 afaqs!
Le display m’a tué, le native advertising m’a sauvé ! La publicité online fait face à d’importantes mutations. Les deux principales sont le rejet des formats classiques, illustré par un usage croissant des adblockers et la migration vers le mobile. Afin de compenser la baisse progressive des CPM, les éditeurs ont démultiplié les formats publicitaires (pop-up, vidéos, habillage…) et ont augmenté le nombre de bannières classiques (pavé et bannière) affichées sur leurs sites. La migration de l’usage vers le mobile aujourd’hui n’est plus une hypothèse mais une réalité incontournable pour tous les éditeurs. Avec le native advertising, les éditeurs ont trouvé la réponse à ces mutations et ainsi la réponse aux attentes des internautes. Le native advertising permet de redonner ses lettres de noblesse au contenu et d’y associer plus intelligemment la publicité. Aussi, on ne pense pas une campagne de native advertising comme une campagne de display. Guillaume Desombre, DGA du Groupe Pratique
Native Programmatic – A Modern Marketing Amalgamation ‘Programmatic’ and ‘native’ have been two of the industry buzz phrases of 2014, in this piece Rob Kramer, OpenX, general manager, mobile, explains how both approaches can be used in conjunction to maximise media-buying efficiencies as well as publishers’ revenue yield. Native advertising and programmatic media buying are two of the biggest trends in digital marketing, and with the availability of new technology platforms the combined power of these approaches can be unleashed. However, some argue the term native programmatic is something of a contradiction. Native advertising – which now accounts for over 20% according to the IAB of digital display ads in the UK and is considered to be an alternative for ‘banner blindness’ – uses bespoke content designed to work seamlessly with the tone and style of the webpage, and is usually the result of direct collaboration between the advertiser and the publisher.