For many of us, Yahoo! Messenger and Yahoo! Mail were revolutionary, game changing communication tools. Remember all the fun chain emails you used to send? Yea, so do we. In fact, Yahoo! itself has been one of the major players in the creation of the World Wide Web as we know it. Given their level of prestige (and their history of innovative advancements), we decided that they would be the perfect publisher to feature in our first ever “native ad redesign”.
To showcase how native would look and feel on Yahoo, we took five of their properties and completely stripped them of banner advertisements. In their place, we replaced them with native units such as promoted videos, promoted playlists, promoted trends, promoted images, and promoted articles. The feedback we received from brands, media agencies, creative agencies, and consumers was overwhelmingly positive, which tells us that there is a real hunger for new, native monetization strategies. We urge you to check out the redesign in the link below.
In other native news this week, AdAge wrote an in-depth piece about Forbes AdVoices, an advertising product that allows brands to create their own content and place it natively within the Forbes flow of news. Forbes responded with a thoughtful take on both AdVoices and the state of content marketing, including publications such as the Huffington Post, The Atlantic, Gawker, and Buzzfeed. Forbes continues to be a leader in native marketing solutions and is now looking to evolve its use of video for AdVoices.
In social ad news, Twitter‘s ad products continued to make headlines this week, as Pepsi publicly stated how impressed they were with the results of their Olympic Twitter campaign. Pepsi, which rolled out a campaign centered around music videos by Katy Perry and other celebrities, used “Promoted Tweets” to help boost their Twitter audience reach. The results were dramatic, as 24 percent of Twitter users who received Pepsi’s tweets clicked on, replied to or helped broadcast them. Twitter is one of the industry’s leading examples of how brand advertising can be successful through native media solutions.
Lastly, the discussion around Facebook’s social ads continued in a Forbes hosted interview with Greg Badros, Facebook’s VP of engineering and products and Tom Bedecarre, chairman of digital agency AKQA. While the conversation touched on many different aspects of Facebook’s advertising strategy, one major takeaway was that ads saw more engagement in native environments. As Bedecarre stated, “We see more response to Sponsored Stories than to the right-hand ads. We’re seeing higher engagement rates.”
Native News Round-up:
TechCrunch – Dear Yahoo, I Redesigned Your Website (And Took Out 512,240 Pixels Of Banner Ads)
So what happens when you take out banner advertisements on five of Yahoo’s top properties? Well, you have a lot less distraction. Make sure to check this one out.
AdAge – Forbes’ AdVoice Has Plenty Of Take, But Impact on Revenue Is Unclear
The first of two articles on Forbes’ AdVoice, this piece discussed how Forbes is currently pricing the product. While AdVoice participation currently requires brands to buy ad packages totaling $1M annually, there are discussions about shorter, cheaper requirements that could come to fruition soon. In addition, Forbes intends to roll out AdVoice for video with a preferred partner in October. This will be a major milestone for native video advertising, so make sure to check in with the Native Roundup when Forbes’ makes an announcement.
Forbes – Inside Forbes: The Advertising Trend That Will Shake Up 100 Years of Journalism
Straight from Forbes itself, this article discusses AdVoice and compares it to other content marketing products currently on the market. For Forbes, they are very clear about setting boundaries between AdVoice, true journalism, consumer reports, and other relevant voices, but they also stand by the need to merge it all together to create a native experience. This understanding that content can come from all sources is a gigantic step, and we look forward to seeing what else Forbes will do as one of the pioneers in native.
Reuters – With Olympics backdrop, Twitter goes for gold in ad strategy
With impressive results from the Pepsi Olympic campaign, Twitter is now seeing some positive conversations centered on their ad products. More specifically, it has led to theorizing about what exactly Twitter does for brands, since it is not a direct response product. Instead, Twitter is a platform for brand marketing, which some believe is an underused resource in the digital advertising arsenal.
Forbes – Facebook Social Ads: What’s Working, What’s Not
In this interview featuring Greg Badros, Facebook’s VP of engineering and products and Tom Bedecarre, chairman of digital agency AKQA, we learn more about the future of Facebook’s advertising strategy. For one, we learn that more people are engaging with Sponsored Stories than right-hand ads. On the other hand, we learn that many marketers are still weary of Facebook advertising. Whether it is developers at Facebook who are rolling out too many ad products (such as Facebook’s “related ads” that debuted last year) or just a general leeriness to be the first brand to try something new, Facebook has hurdles to overcome. But as Badros noted, Facebook is still at the beginning of their advertising lifecycle.
Like always, let us know if we missed anything, and feel free to get involved in the comments section.
Your Sharethrough Team