Ask and you shall receive. For those in need of a quick 101 on native advertising, we’ve created an animated GIF sequence to bring you fully up to speed. PandoDaily published it this week and you can find it right here:
PandoDaily – Native Ad Part Deux: The Growth of Open Native Advertising
In addition to the Pando piece, there were actually some other articles published this week on the subject of native advertising. We’ve broken out this week’s highlighted articles by key segments of the larger native advertising ecosystem: publishers, advertisers, and developers. As a whole, these groups have the ability to accelerate change within the online advertising world, and as they find new ways to work together through native ads, we will see an internet that looks cleaner, feels more natural, and is less interruptive.
1) For publishers, our very own Dan Greenberg discussed how they can best organize and build out native ad strategies. While many of the “new web” content publishers have already begun to embrace native, many of the old guards are still wrestling with how to seamlessly incorporate it within their web properties. With those publishers in mind (as well as newer entrepreneurs), we created a four-part strategy for successful native integration:
1. Creating an “open” native experience at the outset, then build out “closed”
2. Use a native friendly user interface (grids, galleries, streams)
3. Build with brand content innovators in mind
4. Provide sophisticated analytics to track engagement
TechCrunch- 4 Pro Tips For Publishers Building a Native Ad Strategy
2) For advertisers, Ad Contrarian focused on the flaws with display advertising strategy and the overstated importance of media science. The article argues that display ads, despite becoming more contextually relevant, are inherently flawed. That flaw comes from their actual location, or physical property. In other words, all the the fancy media science around consumer behavior is of little importance if the advertisements are ignored from the start.
While knowing what people want to focus on is helpful, it cannot make up for the interruption or misplacement that are inherent characteristics of display.
To the Ad Contrarian, there are really only two types of advertisements: visible (delivered within the content) and invisible (display).
Ad Contrarian – Invisible Advertising
3) For developers, Forbes tackled an issue that has lived in Silicon Valley for a while now: Programmers despise online advertisements. So, what is their beef? Well, they believe that many of the Silicon Valley “geniuses” are no longer focusing on how to improve their products. Instead, they are now focusing only on how to monetize their sites through display advertising, and it is affecting the quality of the applications and products that are being created. To programmers, their solution to this monetization issue is for large platforms like Facebook to simply sell access to their “social graphs” instead of advertising. In their minds, this would allow developers the creative freedom to build cool stuff. What the sale of that “social graph” actually looks like (and how that makes money), is not completely clear, but what is clear is that developers seem to be missing the importance of advertising as an important (and proven) monetization tool. Advertisements do work … well the ones that aren’t interruptive. So instead of bashing them, these developers should be working to create a better, more native, digital advertising experience for all users.
Forbes - Why Do Programmers Hate Advertising So Much?
What these three articles highlight is that native advertising has now infiltrated all three major groups of web professionals – from product promoters to content creators. While we have not reached the pinnacle of display ad frustration, we are seeing an increase in native advertising discussions across the board. And that makes for exciting times, my friends.
Your Sharethrough Team
PS – In late breaking native ad hiring news, Tumblr recently announced its hiring of Groupon sales exec Lee Brown. Congrats Lee!