Right Brain, Left Brain Blog

19 posts categorized "Native"

14 June 2016

The dark side of content marketing

Blog 1I recently came across a post on Facebook that was generating a lot of traction. No wonder – it linked to a story revealing a way to beat online casinos.

The rich narrative explained how Rob Lawrence, 28, was spilling the beans about his money-making strategy “to piss off the online casinos who shut his accounts”. He’d been told about the lucrative system from an uncle, a former casino employee now serving time in prison.

The first thing that raised alarm bells was the use of links in the explanation of how the scheme worked. You won’t find this in the original ‘Evening Mail’ story above because the strategy page it linked to has been removed, but you will find it in this other version of the campaign posing as a blog – there are several across the web.

Under ‘Step1 – Where to play’ it says: “The casino that let me get away with the most was Bwin – you’ve probably seen them advertised on the footy.” The word ‘Bwin’ was hyperlinked, which struck me as odd, but I carried on reading – I was curious to discover how the casinos could be beaten.

The game was roulette, and the advice was to pick a “rare event”, such as five of the same colour coming up on consecutive spins – the probability of which is 2.78% (on a roulette table with a single ‘0’). Once this happens, the recommendation was to bet on the opposite colour. So after five blacks in a row, you should then bet on red – and vice versa.

Continue reading "The dark side of content marketing" »

23 May 2016

Native advertising is dead, long live native content

In a consumer world that craves personalisation and hates the sell, native should have been brands’ golden ticket to engagement and loyalty, by delivering key branded insight to consumers of online media to complement editorial.

In a highly competitive online media world dominated by clutter and intrusive advertising that’s driving away readers, native should have been publishers’ route to readability and working with brands not simply to increase revenues, but also to add value to the consumer experience through co-creating relevant content.

So what went wrong?

The answer is content.

The most important part of the native equation was neglected by brands, agencies and publishers.

Continue reading "Native advertising is dead, long live native content" »

10 May 2016

Why native advertising is the natural evolution of digital experience

As the industry evolves, native advertising is becoming a core component of digital advertising.

Publishers are leveraging this format because of its ability to match the form and function of an editorial or product experience.

For consumers, native ads provide less disruptive and more engaging advertising. For advertisers, there is a new way to communicate marketing messages more naturally. As digital consumption continues to increase and evolve, so will the opportunity for native advertising.

The next generation of digital experiences will be much more visual, feed-driven and personalised, and native ads will evolve in a similar way.

As an industry, it is important that we nurture this opportunity and do not to stifle the growth of native advertising by too narrowly defining the space. Native comes in many types, ranging from search advertising (the earliest form of native), to in-stream ads to in-game native formats and beyond.

Continue reading "Why native advertising is the natural evolution of digital experience" »

16 March 2016

Moving on from ‘the last click’: it’s time to find real value

Uncovering what is and isn't working is the bedrock of an effective campaign, but as customers now consume content from multiple sources, accurate measurement is becoming increasingly difficult to achieve.

The last-click has been the unchallenged method for measuring how customers enter the sales funnel for a long time. However, last click models don't provide a comprehensive picture because the path to conversion is never linear, it's multi-channel and multi-device.

Consumers navigate many touch points, both online and offline and it is impossible to trace just one definitive trigger point for a sale, which in effect, is what last click does. This complex reality calls for a more sophisticated measurement solution.

Improving attribution is an industry work in progress and there are limitations, primarily because every advertiser is different and has different objectives which cannot be reduced into a "one-size fits all" attribution model.

This means a consistent standard for the actual methodology of attribution is highly unlikely.

Continue reading "Moving on from ‘the last click’: it’s time to find real value" »

15 March 2016

Why Bowie predicted the right kind of native

Bowie

What a genius David Bowie was. Not only was he arguably one of the most original and creative songwriters, musicians and performers, it turns out he was an incredible media futurologist.

One of the most fascinating recent TV tributes was his interview with Jeremy Paxman back in 1999. It’s the one where he predicts the internet. Another of his predictions from the same interview, which has yet to be picked up on, relates to the future of online content. Bowie tells Paxman that it won’t be a case of driving the audience to content, but rather creating the content to suit the audience.

Essentially what Bowie means here is personalisation, which is suddenly a hot marketing topic. From a content perspective, he pretty much predicted native, which is supposed to be the placing of journalistically driven – rather than sales led – branded content within editorial to interest and engage readers. Sadly this isn’t the reality of native.

Continue reading "Why Bowie predicted the right kind of native" »

25 January 2016

Are marketers missing a trick with native?

Crossroads
 
Native advertising has reached a crossroads. The rapid rise in its popularity over the last few years has brought us to the point at which we are at today; a ridiculously cluttered and confusing marketplace. Native is in a mess and it’s no wonder marketers don’t know its place or future.

I can’t say I was wholly surprised by the findings of a recent survey from Trusted Media Brands Inc (TBMI), implying that fewer marketers plan on using native this year when compared to 2015.

One of the top reasons cited in the TBMI research as to why marketers are planning to scale back on native is the issue of measurement. There are so many different tech specs and requirements on offer, that it’s difficult to determine what is the most effective. But here’s the rub; as the industry scrambles to try to standardise native, in the same way it would an ad unit, they are actually missing the point. It shouldn’t be about the format, but rather distribution. Once you view native as distribution rather than an ad format, you can start to measure and optimise its performance effectively, overcoming the measurement issue, while embracing all formats, increasing flexibility and reach.

Continue reading "Are marketers missing a trick with native?" »

26 October 2015

Why going ‘halfsies’ on the native content lunch is the way forward

Publishers say they’re not out to eat agencies’ native content lunch – they just want to share it.” 

Of the wealth of great insights and content coming out of this year’s Ad:tech London, this was the headline that caught my eye.

Speaking on a panel at the event, both News UK and The Economist agreed that they are not out to steal native content briefs from agencies, but instead insisted that more collaboration is needed to make it a more successful part of the marketing mix. 

I completely agree that going halfsies on lunch is the way forward.

The market is flooded with content marketing opportunities that vary wildly in quality, all under the ‘native’ umbrella. We’ve watched this slippery slope of quantity over quality start to take hold. Often, this content is not written by editors, doesn’t have a point of view, and does not fit ‘natively’ into the editorial voice of a site. This is antithetical to engaging consumers and readers in a meaningful way. 

Continue reading "Why going ‘halfsies’ on the native content lunch is the way forward" »

14 July 2015

Style vs. substance: Do looks really matter in the digital age?

Garry Taylor, UK Art Director at Say Media, believes you should never judge a book entirely by its cover, but argues that online, first impressions really count.

Substance should always win out over style, right? However, in the digital world - where you have literally (milli) seconds to grab someone’s attention - first impressions still count. People make snap judgments all the time in daily life, forming lasting first impressions of people, places and products in an extraordinarily short period of time. You may make a final choice on a new perfume by testing it out with a little spray here or there, but how did you decide which perfumes to try on before you even smelt them?

When a reader lands on your website, it’s often their first interaction with your brand. That first impression your site’s design creates is crucial in grabbing users’ attention. Google research has confirmed that site visitors get an initial ‘gut feel’ for your site within 50 milliseconds of landing on it. By comparison, the average blink of an eye takes 100 to 400 milliseconds.

You can’t expect people to stick around if that first impression is dull or confusing. The quality of the content might be great, but what good is it if users get put off before ever reading a word?

First impressions not only count. They last.

Continue reading "Style vs. substance: Do looks really matter in the digital age?" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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