Leveraging Native Programmatic as the Way to Mom’s Heart

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By Michael Goldberg

The mother of all spring holidays is Mother’s Day – historically the third-largest retail holiday of the year.  No surprise, we all love our mothers, and last year consumers spent $20 billion to show just how much.  According to new data by the National Retail Foundation, 76 percent of consumers plan to spend the same, if not more on Mother’s Day gifts.  For marketers, native programmatic may be the sweetest way to reach these shoppers.

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No Foolin’: Native Programmatic is Here and Now

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By Michael Goldberg

Not to sound like a broken record, but native programmatic is no April Fool’s Day joke – it’s the real deal.  At this very moment, marketers are transacting on native ad campaigns in real time across the web.  According to a report by the IDC, native programmatic as a category will reach $5.25B in revenue by 2018.  So for those who say native programmatic is not here, we say, you’re the fool.

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Native Programmatic Gets Nod for Digital Trading Award

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By Michael Goldberg

Programmatic media buying is showing no signs of slowing down.  Total US programmatic ad revenue will top nearly $15 billion this year, according to BI Intelligence estimates. And while mobile and video are spearheading growth, native programmatic is gaining steam.  So much so, that The Drum Digital Trading Awards nominated TripleLift’s native programmatic platform as a finalist for one of the best overall technology platforms for programmatic trading.

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Scotch-Brite™ Shines Light on the Use of Native for CPG Brands

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By Michael Goldberg

Despite reliance on digital for direct response campaigns, some marketers see it as an opportunity for branding; so much so that it will make up a majority of their digital advertising spend.  Branding-focused ads will be the number one priority for the consumer packaged goods (CPG) industry.   Because CPG brands traditionally rely on retailers to do much of the actual selling of products, direct response is not as crucial to marketing efforts as it is in other verticals.  According to a report by eMarketer, US CPG digital ad spending on branding will make up 65% of total budgets vs. 35% for direct response.  So, does this mean we’ll be see branding campaigns within 350 x 250 banner ads?  Not likely.

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Another Study Shows Consumers Prefer Native

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By Michael Goldberg

Over the summer, the IAB and Edelman surveyed over 5,000 consumers to get their opinions on native advertising.   According to the results, relevant and meaningful in-feed, sponsored content that tells a story was the most important factor for making an ad a success.  The take-away?  Consumers prefer native advertising.  Now, a new study is validating the results seen in the research conducted by the IAB.

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A/B TESTING WITH IMAGES VERSUS WORDS PART II

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By Michael Goldberg

Last week we discussed the benefits of performing A/B tests on images versus testing different variations of the ad copy.  This week we’ll share how one brand benefited from examining the most engaging images to drive maximum engagement and inform their multi-channel strategy.

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A/B Testing With Images Versus Words

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By Michael Goldberg

It’s been commonplace for marketers to apply A/B testing to identify changes that will increase or maximize engagement or interest with a particular piece of marketing or advertising.  As the name implies, two versions of advertising (A and B) are compared, which are identical except for one variation that might affect a user’s behavior. Marketers usually focus on testing the copy, but it’s time to focus on the images.

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3 Key Elements That Makes a Native Ad Actually Native

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By Michael Goldberg The buzz around native advertising is showing no signs of slowing down.   It remains entrenched in the headlines, from discussions about how it can be made programmatic, to how traditional print publications are integrating native elements into their tool chest, native is seemingly on top of the world.  Yet, despite all the talk, we still can’t agree on what exactly makes an ad native. With native advertising expected to rival spend on display, and a recent study by the Association of National Advertisers, or ANA, citing nearly two-thirds of marketers will increase native advertising spend this year, it is time to clearly delineate what makes native actually native.  It’s quite simple really.  There are three attributes an ad must have to be truly native.

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