News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How Native ads will change 2013 business
Native advertising is getting more buzz as brands look for better ways to engage. Native advertising, in a nutshell, is content that contains a branded message and integrates with websites indigenous news feeds/streams. This kind of advertising helps to create a deeper engagement level with the consumer.
Hayes Davis, CEO, Union Metrics: [Native advertising is] a challenge for advertisers because it requires more creativity, but the beauty of native ads is that the experience is seamless, so no matter what device (e.g. computer, tablet, mobile devices) customers are using they get the ads in a consistent manner and can immediately engage in a natural way. As the performance of display ads continues to dwindle, brands and marketers will look to native advertising to connect with customers in a manner that is non-invasive and adds value -- therefore delivering higher ROIs. We are already seeing the emergence of such ads on networks like Facebook, Twitter and Tumblr.
Kristina: What can brands do now to integrate native ads?
Hayes: As marketers and brands begin to experiment with native ads they should keep in mind the platform and the type of media that resonates with the community. The content for a native ad on Twitter might not be the be same as one on Tumblr. Test various kinds of content and measure engagement to see what works for your brand and customers.
Kristina: How will advertising change in the New Year?
Hayes: ROI as measured by click-through rates will not be the holy grail of online advertising. In 2013, companies will see the value in building communities outside their own website presence and seek out ways to measure performance holistically by combining engagement metrics with more traditional attribution metrics.
- Brands: How Chat-As-A-Service can work for you
- Survey: Computers are the connection of choice for sports fans
- Expert: The link between returns and cart abandons
- Mobile Roundup: App releases focus on connection, analysis
- Amazon's latest delivery location - the trunk of your car
- How mobile will change in 2015
- Ad Roundup: Partnerships to deepen brands' reach
- Survey IDs SEO platforms most brand friendly
Featured White Papers
- Design Matters: How To Create The Optimal Mobile Shopping Experience
Over two-thirds of US consumers under 50 say they would be happy if shopping evolved into a mobile-only experience, recent...
- Tasty Tips From Marketing's Master Chefs
The art and science of effective marketing and demand generation is like a great recipe- Marketing master chefs turn traditional...