Native Advertising’s Platform Advantage Will Help Marketers Win in 2015

Native Advertising’s Platform Advantage Will Help Marketers Win in 2015

Native advertising was much maligned in 2014 as marketers and publishers struggled to effectively walk the fine line between sponsored native content and editorial content. Many native ads were either too obviously promotional, too distantly related to the medium’s core content, or perhaps worst of all – not forthcoming about its status as sponsored content. After examining the trajectory and possibility of native solutions, however, it is clear that native will help marketers win big in the new year.

I wrote about native advertising for Millward Brown’s 2015 Digital and Media Predictions, and predict that the best publishers and the best platforms will help clients win with native. The solutions that are clearly identified as sponsored, expertly match editorial tone, and contain content that will resonate with a specific audience will perform best.

Creating winning content to fit each medium is half the battle, but native advertising has already... keep reading

A Brief Guide To Effective Online Video Advertising

You know that moment when you’re 20 minutes into a compelling online video and, mid-sentence, the screen fades to black? Momentarily, a flashy advertisement wrests control of your screen, tempting you to abandon hope and continue trolling Facebook. That’s one way to approach online video advertising. But you might be relieved to know there... keep reading

How Content Completes The Sales Cycle

In terms of the sales process, we often think of content as being geared towards generating leads and attracting prospects. Marketers use content to get leads to the first stages of the sales cycle, and then salespeople take over to push them down the funnel. The legacy of disconnect between marketing and sales teams... keep reading