Be In The Know Blog

Native and Programmatic Advertising: The Perfect Marketing Melody?

Posted by Joe Weir on February 10, 2017 at 1:43 PM

Programmatic advertising allows marketers to identify and reach consumers more likely to have an interest in their brand. It has been in use for years as a way for marketers to get their messages noticed and found around products, services, and other promotions. Tuning it with native advertising can make beautiful music for your company. Here's why marketing conductors should pay attention.

Why Going Native Could Strike a Chord with Your Business

As Marketing Land reports, a study from Facebook and IHS shows that native in-stream ads will account for 63.2 percent of all mobile display advertising by 2020. Native advertising has become a highly effective and engaging ad format. It can typically be more expensive than other ad types since it needs to be custom-created for effective content integration. Adding programmatic is a simple execution creating an ideal multi-channel campaign that helps convert audiences toward your brand message.

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Topics: Reach Extension and Targeting, Native Advertising

Use Native Advertising to Convert Readers Into Customers

Posted by Joseph Naylor on June 13, 2016 at 11:21 AM

The most popular kid on the block these days is native advertising. And for good reason. These days, due to oversaturation, a lot of ads get the cold shoulder. So how can you reach today's savvy consumer? The answer is native advertising.

In a nutshell, native ads are designed to emulate the editorial content on a trusted media site. This allows you to capitalize on your host's reputation, offer more helpful and engaging content, and build trust with potential customers. Adding native into your mix can be very rewarding, but it requires a new kind of strategy.

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Topics: Native Advertising

What Is Ad Blocking, and How Can You Get in Front of This Issue?

Posted by Zuri Stanback on May 5, 2016 at 1:23 PM

What is ad blocking? From the perspective of consumers, the prospect is win-win. Not only can they bypass content they didn't elect to see, but they can save on data costs by not loading it. However, for marketers, this can seem like a zero-sum game. It's easy to get frustrated by this behavior, but taking a hard look at where ad blocking is happening (and where it is going) can help you get in front of this growing trend.

What Is Ad Blocking?

Most marketers know that ad blocking is add-on software that users seek out and download with the intent of stopping display ads from loading on a requested page. While the concept is pretty straightforward, the "add-on" part of the equation is somewhat mystifying. Many consumers simply don't bother to seek out browser extensions, making it less of a pressing issue than some marketers might fear. In fact, data reported by Fortune shows that only 6 percent of Internet users around the world are actively blocking ads. Although that figure is low, the same report shows that ad blocking is on the rise, particularly among millennials.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting, Social Media Marketing, Native Advertising

3 Key Things the Best Pre-Roll Ads Have in Common

Posted by Chris Finan on April 26, 2016 at 11:31 AM

Pre-roll ads can be a divisive topic among marketers. With an over 90% skip rate (according to sources speaking with AdWeek), it can be easy to dismiss pre-roll video ads as inherently ineffective and not worth the cost of production. However, the actual effectiveness of pre-roll ads is a little more complex than initial statistics might suggest, with recent research finding that recall and impression can be boosted substantially by the best pre-roll ads.

So how can you make sure that your pre-roll ad is performing as well as possible? While there's no set formula, here's what the best pre-roll ads have in common.

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Topics: Native Advertising

The Power of Native Advertising

Posted by Chris Finan on April 13, 2016 at 11:13 AM

Advertisers will agree — native advertising is hot! By presenting content that matches the appearance and tone of a trusted media site, you can build trust and engagement for your brand with potential customers, especially locally.

Native Advertising Works

Essentially, native is sponsored content that promotes your brand and is placed to emulate editorial content on a media site. It's designed to look similar to the "native" media content, such as news editorials and feature articles. The result is great brand-building tool that gives you a chance to deliver more credible, helpful information. According to an article on LinkedIn, 53 percent of users say they are more likely to look at a native ad than a banner ad, and 32 percent said they would share a native ad.

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Topics: Native Advertising

Key Differences Between Content Marketing and Native Advertising

Posted by Quiana Wright & Chris Finan on March 2, 2016 at 1:34 PM

Though both content marketing and native advertising are useful components of an integrated marketing strategy, these two terms are often used interchangeably to describe the same thing. However, there are distinct differences between the two, and it's important that marketers understand how these concepts differ in order to use both of these tools as effectively as possible.

What Is Content Marketing?

Content marketing is defined by the Content Marketing Institute as "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action." Content can be text, video, graphics or almost anything else that can be displayed on a screen, and it's used to reach consumers in an effort to drive organic pageviews and conversions. Content is usually hosted on a company's own website.

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Topics: Native Advertising, Content Marketing

2016 Digital Marketing Trends: 5 Predictions for the New Year

Posted by Joseph Naylor on February 17, 2016 at 9:51 AM

Digital marketing trends can be difficult to forecast day to day, let alone for an entire year. New platforms and companies are driven by the changing preferences of the continuing influx of new users. The risk of jumping onto what may be just a passing fad, however, is offset by the knowledge that failing to adapt your marketing tactics is never the strategy for customer retention. These five digital marketing trends will continue to dominate in 2016 and will be an important part of any marketing portfolio.

1. Content Marketing

Back in the day, brands merely posted a few coupons and engaged with any random audience, and then their content would practically share itself. Consumers today are savvier and more discerning than ever. Creating content with a focus on SEO (rather than actual human readers) can cause content fatigue, which makes it tough to attract, let alone convert, potential customers. Particularly when you consider the trends to follow, brands that will break through will be the ones that continue to find relevant ways to talk to their customers. KFC has done this with clever, viral videos, but it also works for smaller brands, like Intelligentsia Coffee.

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Topics: Video Advertising, Website Design & Development, Native Advertising, Content Marketing, Integrated Marketing

New FTC Native Advertising Guidelines: 3 Things You Need to Know

Posted by Chris Finan on February 10, 2016 at 10:37 AM

Right before the 2015 holiday season, the FTC released new native advertising guidelines. These new regulations may sound restrictive initially, but they're really just building on existing recommendations, moving toward the goal of transparency in native advertisement. Here's everything you need to know about these newly released guidelines.

Ads Clearly Labeled

The goal of the new FTC guidelines is to help marketers ensure that consumers recognize a native ad as an ad. The FTC recommends that all ads be labeled as advertising using a font that is different from the surrounding content, and that the text's shade should stand out against the background.

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Topics: Native Advertising

Banner Ad Best Practices for 2016

Posted by Zuri Stanback on February 8, 2016 at 11:26 AM

Though the death of banner ads was predicted long ago, 2016 is set to defy expectations and actually be (and you'll have to pardon the expression here ) a banner year for banner ads, as display advertising is set to eclipse search advertising for the first time ever in the U.S. According to eMarketer, marketers will spend more on banner ads than any other type of digital advertising this year. In order to fully take advantage of this blockbuster year for banner ads, take a quick look at some banner ad best practices for 2016.

No Flash, No Problem

Though Flash was an essential plugin back in the early 2000s, times have changed, and Flash is getting more outdated by the second. Almost every one of the major desktop browsers has stopped natively supporting it. These browsers' users now need to manually enable the plugin to view Flash content. Though nearly one in 10 websites still uses Flash, according to Web survey site W3Techs, Ad Age reports that if all the major browsers were to disable Flash suddenly, roughly 84 percent of banners across the Internet would not be viewable on desktop browsers. To avoid issues with Flash's decline, marketers should switch over to HTML5 as soon as possible to ensure that their banner ads are viewable for all browsers in the new year.

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Topics: Premium Display and Banner Ads, Video Advertising, Native Advertising

Native Advertising and Content Marketing for Health Care Companies

Posted by Quiana Wright on November 2, 2015 at 9:57 AM

For many people, the world of health care can be complex, confusing and maybe even a little frightening. But in today's online age, new opportunities exist for health care providers not only to reach out to potential new patients, but also to help them feel more comfortable. You can do this by engaging directly with them via content marketing and native advertising. These tools can be game changers — helping to form the backbone of a marketing strategy that will grow your practice in a lasting way.

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Topics: Native Advertising, Content Marketing, Healthcare

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