Be In The Know Blog

3 Native Marketing Trends You Need to Know About

Posted by Eileen Varnson on April 27, 2017 at 2:19 PM

Digital native marketing has been around almost as long as the internet itself, and even though sponsored content has taken on a lot of different permutations over the years, one thing is certain: This type of advertising is continuing to grow at a massive rate. According to Business Insider, native advertising will drive 74 percent of all ad revenue by 2021, which is truly a staggering number. With so much competition, it's easy for marketers to feel the pressure when it comes to this popular marketing method. However, by observing some interesting new trends in native advertising, marketers can stay ahead of the curve and ensure that their efforts don't get lost in the shuffle.

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Topics: Native Advertising

Are Sponsorships Worth It?

Posted by Zach Mullins on April 12, 2017 at 10:20 AM

Sponsorships can be a great way to gain high levels of publicity and "in your face" brand awareness at all kinds of festivals, community groups or sporting events. But, is it worth it?

Let's take a step back and look at the industry sponsorship spending overall as an indicator of performance. eMarketer research shows that sports sponsorships themselves have grown by nearly 5% annually for the past 5 consecutive years and outpaced spend and growth over any other segment including entertainment, events and causes. The growth in this space, even as the advertising landscape has become more complex, points to a growing need to connect with the customer where they are. That theory is only supported by research from various sports sponsorship studies that point to what Nick Buchanan from B&T Weekly says "is one of the best ways to build a communication path toward consumers."

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Topics: Digital Marketing Strategy, Native Advertising

3 Native Advertising Trends to Watch for in 2017

Posted by Eileen Varnson on March 31, 2017 at 1:42 PM

Online native advertising has been around in some form since the birth of the internet, but this marketing tactic picked up steam in the past decade. Now, it's considered an important component of a modern digital advertising campaign. Native advertising trends have changed quite a bit, with spammy, keyword-filled articles giving way to more sophisticated text and video content that seeks to both inform and promote in an advertorial style.

It looks like 2017 will be another transformative year for native advertising. Here are some key trends to look out for in the coming months:

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Topics: Native Advertising

3 Ways to Make Native Advertising Campaigns Successful

Posted by Eileen Varnson on March 13, 2017 at 10:24 AM

In an age of pre-installed ad-blockers and near-universal rates of  banner ad blindness, it's no wonder why native advertising campaigns have experienced tremendous growth over the past few years. This style of marketing, which takes the form of sponsored content — video, text or image — fits in seamlessly with the content that frames it, and is already widely available online.

However, Business Insider reported this advertising media is projected to get even bigger, driving 74 percent of ad revenue by 2021. So with native advertising's near ubiquity looming ahead, how can you ensure your small or midsize business' native content stands out from the crowd?

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Topics: Native Advertising

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

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