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Posts Tagged ‘sponsored content’

Which Native Ad Formats Work Best According to Publishers?

bfnativeAccording to a new collection of data from Marketing Charts, online publishers are seeing blog posts, articles and video as pretty effective means of native advertising.

Hexagram and Spada surveyed more than 1,000 publishers, brands and agencies (most from the U.S.) asking their thoughts on which types of native ads they perceived as having the most success online in terms of engagement and monetization, and they found that 58 percent of publishers say blog posts are the most effective form of native advertising. Fifty-six percent say articles work best for their publishing platforms and sponsors, while 53 percent of news outlets think videos are the most effective way for their native advertisers to campaign for their goods and services alongside other editorial content.

Thirty-four percent of publishers report that sponsored Facebook posts are most effective, with infographics coming in at 31 percent, and tweets at 23 percent.

So why have publishers embraced native ads so much? Eighty-five percent say it’s all about the cash — they “feel that native advertising offers them a new revenue stream” and that “an average of 20.4 percent of their revenues derive from these campaigns,” Marketing Charts wrote.

Because publishers are incentivized by the cash flow, native ads aren’t going away anytime soon. In fact, I kind of think they’re just getting started. The Dallas Morning News is implementing them. Texas Monthly does it. Slate. The Washington Post. The Atlantic. BuzzFeed. The AP. Forbes. Seriously, just get used to it people.

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Washington Post Announces ‘Sponsored Views’ in their Comment Section

What’s worse than a politically charged comment section? How about ‘sponsored views,’ the latest from the New Ventures team at the Washington Post. As if there wasn’t enough noise, the Post announced today that organizations can pay to have their comment, labeled and washed in a yellow hue, at the top of a comment section on the Post editorial section. So, say, the Center for American Progress pays a fee and their 600 word response to an editorial is there, front and center.

The good news? It is properly labeled — you can’t miss that it’s sponsored and it all blends in rather well with the user experience. Much like all of those “from around the web” links we’ve gotten used to skimming over at the end of an article. The Post wrote in the press release that the product:

offers an opportunity for advocacy, communications and government affairs professionals to place their message in front of key constituents.

It doesn’t really — it’s just a lot more noise, which I don’t mind when it’s a link to a slideshow of ten stomach slimming fruits, but is mildly irritating since it’s politically oriented. I like being able to filter out the free speech I think is stupid.

What do you think? Where do you see this going?