Earlier this week Sharethrough published the first-ever framework for the native advertising marketplace in TechCrunch. Just as the infamous Lumascape frameworks have helped define and evolve the mobile, video, and display ad ecosystems, having a unifying framework is an important step for the native advertising industry to evolve. Given how rapidly the native ad market is expanding, the Native Ad Framework is sure to include many new publisher and platform names in the near future, so keep an eye out for new versions coming from us.
In other news, this week saw numerous discussions regarding branded content across the digital landscape. In fact, YouTube just rolled out their “Video Creation Marketplace”, which allows brands to identify “famous” content creators who have had previous viral success.
A new study was released on the value of branded entertainment, and it showed that nearly 42 percent of young adults (18-34), and one-third of people overall, want brands to entertain them and provide them with free online video content. And as this nifty little infographic shows, video not only can be a source of entertainment and engagement for brands, it can directly impact the bottom line.
Check out these articles below for a full breakdown:
1) TechCrunch – “A Framework For The $10B+ Native Advertising Market” – Dan outlines what we see as the future of digital advertising, and we introduce an inforgraphic that helps highlight the difference between Open and Closed distribution platforms.
2) AdAge – “YouTube Launches “Marketplace’ to Connect YouTube Stars and Brands” – YouTube rolled out its “Video Creation Marketplace” earlier this week, which will allow agencies and marketers to interface with YouTube’s vast network of content creators. This is a win-win-win for all parties, as it allows YouTube to take itself out of the negotiating process, creators get exposure, and brands can locate those viral gurus quicker. This is a service that is worth keeping your eye on.
3) Everything PR – “MATTER Study Reveals Value in Branded Entertainment” – Branded entertainment is not new, but the explosion of it online has made people think about it a lot more. While there is still a segment of the population (53% to be exact) that is unsure whether brands should be one of their main sources of entertainment, most of them are open to the idea. Instead of looking at this as a negative, marketers and creative agencies should sit back in awe at how the times have changed. The general population is now beginning to consider brands as content CREATORS.
4) Media Post – “Don’t Market to Guys, Entertain Them” – Hey guys, it looks like we have been figured out. We like entertainment, and we don’t care if it is given to us by a brand. While this may not shock any of us, it does reinforce the need to create content that is funny, creative, and just plain great.
5) Social Media Today – “Online Video Drives Conversion and Traffic” – The infographic speaks for itself: 52% of consumers say that product videos help to make purchase decisions, 66% of consumers watch videos two or more times, and 20% of males cited online video as a significant influence in recent purchases of jewelry and watches. These are just some of the jaw-dropping statistics that will continue to rise with additional branded content.