A year after launching its BrandConnect native ad program, the Washington Post is beginning to give advertisers a richer canvas on which to display their advertorial. A series of posts published last week from a pharma industry trade group uses the same image-heavy article template that the Post’s editorial team uses for its long-form multimedia features. Full Story
Wherever wearable technology leads, marketers are sure to follow. We’re seeing this play out with Google Glass, as brands and tech companies experiment with ways to bring advertising to this emerging mobile channel. But a long-term view may be prudent - those that leap too quickly may get burned. Full Story
One intrepid journalist took it upon himself to dive headlong into the 2014 Sports Illustrated Swimsuit issue for the sole purpose of divining insights for magazine publishers and brand marketers. After somehow surviving a full day's immersion in the Swimsuit franchise, here's what he found. Full Story
Publishers selling this emerging form of content marketing have much to learn from organic farmers about extolling the virtues of their products - and charging a premium for the privilege of purchasing them.
The UK’s Guardian kicked off the launch of Guardian Labs, its new foray into marketing services and native advertising, in grand fashion: announcing a seven-figure partnership with Uniliver to create brand content on the topic of sustainability. Full Story
The IAB is drawing a line in the sand against online ad fraud, with its leaders calling for reform of a dysfunctional digital ad supply chain and fraudulent practices that the industry so far seems unable or unwilling to address. But can bogus traffic and bad actors ever be eradicated completely? Full Story
At its Annual Leadership Meeting in Palm Desert, Calif., on Monday, the Interactive Advertising Bureau issued an open letter to advertisers, imploring them to embrace HTML5 as a universal format for building mobile-friendly creative. An IAB spokeswoman said the letter kicks off a broader joint industry program designed to propel mobile to scale. Full Story
For B2B publishers, the last few years have been less about precipitously falling ad pages as much as their failure to recover to pre-recession levels. The latest BIN report on ad pages shows that, while the losses are not extreme, they come on top of three consecutive years where pages have not significantly recovered from the steep declines experienced in 2009. Full Story
Media companies that have been straddling legacy and digital businesses have some tough decisions to make in the months ahead, as more marketing dollars shift to digital channels. Three trends underscore the increasing pace of the digital transformation - and the rising urgency to invest more resources in growth channels. Full Story
Well, not really. But more publishers are taking the plunge into native advertising. Here are four recent examples, which are helping to inform best – and worst – practices for future native ad programs.