Apple this week introduced version 7 of its iOS mobile operating system, which CEO Tim Cook called the “biggest change to iOS since the introduction of the iPhone.” With such a dramatic backdrop, it seems like a good time to assess the mobile market and the opportunities for publishers.
One way to address the scale challenge of native advertising is to develop a variety of native ad formats and allow advertisers to pick and choose what suits them best. That’s the approach Hearst is taking with its new portfolio of native ad solutions, which provide a variety of options for advertisers to commingle text, photos, video and social streams with editorial content across Hearst’s websites. Full Story
Tracking how your audience is engaging with your content and brand across digital channels is becoming increasingly important. Here are three ways vendors and publishers are addressing the challenge. Full Story
All signs point to a continuing upward trajectory for e-commerce. As publishers explore ways to integrate commerce and content – through “shoppable” editorial or new forms of commerce-enabled native advertising – they’ll face several challenges.
Magazine publishers need to make some hard decisions about their commitment to mobile as content consumption habits shift to smartphones and tablets. The elements required to justify greater investment in mobile development are quickly falling into place. Full Story
Much of the discussion around native advertising ignores a larger trend: Marketers going direct to readers and building their own audiences, cutting publishers out entirely except to rent their traffic and push clicks to their own media. How can publishers adapt to this shift? Full Story
Two camps are forming around native advertising. One believes the practice is misleading and unethical. The other believes native advertising is an innovative way to “add value” to the advertiser-audience relationship. Publishers will need to figure out the right programs and policies to avoid the former and influence the latter. Full Story
Premium publishers must re-evaluate their value proposition, positioning themselves as the highest quality environments for brand engagement – and then turning that engagement into real economic value. Full Story