Native Ads are Taking Over, and Every Publisher Wants More

by | Aug 21, 2016 | Native Advertising | 0 comments

While traditional newspapers are becoming a dying breed, online news publications are growing their revenue quickly thanks to native advertising. Over the last few years, startup companies like Taboola and Outbrain grew rapidly with the help of large publishers like CNN, Fox News and other household names.

Now that the industry has matured, these same publishers are taking stronger control of their native inventory in order to monetize it even better. They want to grab a larger percentage of the media sold on their websites, while also deploying native ads in more customized formats that these ‘established’ native networks don’t support.

CNN and Sharethrough recently formed a partnership to expand native ads on all of CNN’s various properties. James Robinson explains on the sharethrough blog.

CNN International Commercial Takes Digital Advertising To The Next Level With New Sharethrough Partnership

New ad formats on CNN Digital platforms include instant play native video, graphic text over video, infographics, long-form video, articles and galleries to increase engagement across all digital platforms, focused on mobile. All native content is labelled as “Sponsor content” and includes clear disclosures to ensure transparency with the user.

Read more here…

Many other publishers are also taking steps to better control their native inventory. The New York Times is taking it even further. Recently the NY Times published a 360 degree native video ad for GE. They’re going places that traditional native ad networks simply don’t support. In fact, they even went as far as to acquire a marketing agency to bolster their native and VR efforts. Sara Guaglione wrote an article on MediaPost where explains how The New York Times intends to grow their native ads offerings.

New York Times Acquires ‘Fake Love,’ Ups Native Ad Services

Sebastian Tomich, senior vice president of advertising and innovation, stated that NYTCO has previously worked with Fake Love and it was “impressed with their experiential and creative skills.” The two companies partnered on a VR video ad to promote the Weinstein Company movie “Carol: Dearest…”. Tomich said the company will “pair [Fake Love’s] capabilities with our ad products on The Times with T Brand Studio as we expand into producing campaigns off of The Times and into the fast-growing worlds of VR and AR.”

Click Here to Read the full details

Traditional news channels and newspapers are not the only veterans jumping on native advertising. In the last 2 years, Yahoo grew their own native advertising platform named “Gemini”. Keep in mind that although Yahoo still provides search engine advertising services, Yahoo actually gets more engagement in their news service.

Yahoo actually one of the largest and most popular online publications in the United States. Alexa.com ranks Yahoo.com as the 5 biggest website in the USA — above any news website in America. Large websites like Yahoo attract lots of page views, and therefore offer many opportunities to monetize with native advertising. Those page views go to news articles covering every popular topic that you would see on any news website. With that in mind, Gemini makes perfect sense when considered with this context.

To see the impact of Gemini on Yahoo’s otherwise failing organization, you only need to look at the numbers. Recently, Yahoo published an infographic on their tumblr page showing the rapid growth of their native ad service.

The State of Native Advertising

With Yahoo’s 1B+ monthly visitors and an average of 375B+ monthly native ad requests, we have a ton of insight on the state of native advertising. Looking at our first half of 2016, the global native ad data from third-party publishers across web and app properties speaks for itself. Our partners benefit from this insight to increase ROI and so can you!
click to read the full PDF infographic

Clearly native advertising is a mature and highly valuable ad format. CNN, The New York Times, Yahoo, and many other publishers are all trying to grab their piece of this very lucrative advertising market.

With this new and expanding ad inventory, advertisers could expect advertising prices for native to flat line or even fall. However, due to the demand for native outpacing the available supply of quality ad space you should expect native to only get more pricey over time.

Pay attention to the new and up coming trends. If you’re an agile agency, then you should leverage the newest formats while prices are low. Large traditional advertisers tend to level the market and inflate ad rates with their branding plays. Native is still under valued, but that might not last very long.

Image Credit: Yahoo Tumblr

 

Click Here to Book a Marketing Strategy Session

Best Ecommerce Platform for Your Business

Best Ecommerce Platform for Your Business

Shopify or BigCommerce? Wix or Volusion? We compare some of the most popular hosted ecommerce platforms and give our recommendation ones that provide great value to small businesses.

How to Increase Your Customer Lifetime Value with Email Marketing

How to Increase Your Customer Lifetime Value with Email Marketing

There are businesses that spend all their money and resources on acquiring new customers, and there are ones that focus on retaining their existing customers as well. Growing your business by acquiring new customers exclusively is an expensive proposition. Customer...

Hunter.io Review

Hunter.io Review

We do a significant amount of outreach everyday here at Logic Inbound, so I’m always on the lookout for tools that will make that a little easier. Being a digital marketing agency focused on healthcare clients, we reach out to hundreds of doctors every month, and with...

7 Etsy SEO Tips to Help Your Products Get Found Quickly

7 Etsy SEO Tips to Help Your Products Get Found Quickly

You've probably heard about SEO before, and if you're reading this article, chances are you know its benefits and application. But, do you know how to effectively apply an SEO strategy to your Etsy shop? Well, not everyone does, and we are here to change this! A good...

What is Shopify: Your FAQs Answered

Learn all there is to know about Shopify – the most popular hosted ecommerce platform in the world.

BAMF Media: How To Break The Internet

We interview the founders of BAMF – Josh Fechter & Houston Golden, some of the best growth hackers in the world.

Shopify Partners: Your Questions Answered

Shopify Partners are expert Shopify developers and designers who can help you launch your online store successfully. Read on to learn more about the Shopify Partner program and how to hire the right expert for your next ecommerce project.

Native Ads are Taking Over, and Every Publisher Wants More

Learn how companies such as news publications are growing their revenues with the help of native advertising.

Best Coworking Spaces in Seattle

A new way to work – learn about innovative and exciting coworking spaces in Seattle.

Hunter.io Review

We do a significant amount of outreach everyday here at Logic Inbound, so I’m always on the lookout for tools that will make that a little easier. Being a digital marketing agency focused on healthcare clients, we reach out to hundreds of doctors every month, and with...

How to Market an App Before Launch

A successful app launch requires a bulletproof marketing strategy. Without the right marketing techniques, your app will fail to gain attention, which might as well be its death sentence. Learn how to devise a winning strategy to launch your next mobile app project.

Wix vs Weebly: The Best Option for Creating Your Own eCommerce Website

Figure out whether Weebly or Wix is right for your business.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Shopify Pricing – Shopify Price Plans Explained

We compare Shopify price plans and discuss in detail what they have to offer in terms of features and value to the user.

Tips and Tricks to Move Your Growing Business Online

When you run a small business, growth is your #1 priority. This doesn’t necessarily mean that the goal of every entrepreneur is to scale their enterprise into a megacorporation. Rather, a focus on growth is built into every aspect of running a small business. Thing...

Pinterest SEO Guide

Pinterest SEO Guide Most people are familiar with talking about SEO as it relates to websites and Google searches. But the principles of SEO can also apply to non-traditional websites such as Pinterest, the project and idea sharing platform. Pinterest is a great way...

BigCommerce vs Shopify – Choosing the Right Ecommerce Platform

We compare BigCommerce vs Shopify to help you choose the right e-commerce platform for your business.

WordPress SEO Guide

Many e-commerce businesses these days are running on WordPress. While WordPress started out as a simple way to make a basic blog or website, it has evolved into an important platform for e-commerce businesses to run and operate. WordPress is interesting because of the...

5 Highly Effective Call to Action Ideas for Your Website CTA!

Learn all about call-to-actions – why they’re important and the best ones to use on your website or blog!

Top Shopify Store Hack

How to spy on your competitor’s top selling Shopify products.

Shopify Reviews: Promoting Your E-Commerce Business

Shopify is one of the most popular eCommerce platforms available today. It allows anyone to create a fully functional, professional online store without touching a line of code. If you're considering using this popular ecommerce platform, you'll probably need to scour...