The movers and shakers of the publishing world are pro native advertising so what's your problem?
Native advertising is lauded in equal measure as the saviour and the pariah of modern publishing; it’s the Justin Beiber and marmite of online publishing all rolled into one.
Some people love it, others cannot stand it. But just like Beiber, I’m sure, native advertising can be misunderstood.
If you look at publishing evolution over the last decade or so, publishers have had to move fast and adapt, but most, to steal Mark Zuckerberg’s phrase, have not had the luxury of being able to ‘move fast and break things’. Rather it has been more a case of trying to ‘move fast, and not break anything’, as many publishers moving online have been forced not to disrupt too much of their print heritage business models.
Technological innovation swept many publishers by. We’ve had email, display, search, social, video, mobile, RTB and plenty more besides; every new ad format and digital ad solution promised to revolutionise digital publishing once and for all. And in fairness most of the above listed did revolutionise digital publishing; just not in the way most established publishers would ever want.
Instead of additional revenue, which most of these ad solutions promised, many publishers have seen their userbase carved up by younger, more agile publishing start-ups.
Read more here.
An almighty chunk of the Cannes in Cairns presented by Pinterest agenda has been revealed, and there is plenty in store for you. Lead image: Fernando Machado, CMO, NotCo Revellers can expect three days of cracking content from 4-7 June. From global keynotes and marvellous marketers to film directors, professors and all-round media and creative […]
Early bird ticket prices for Cannes in Cairns 2024 are ending soon, so you’ll need to move quickly to save money on the hottest ticket in town (or anywhere!). You have until 31 March to secure your ticket at the discounted price of $1,979.99 inclusive of GST. What’s more, you can get even tastier discounts […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.
To promote the launch of its latest campaign, ‘Finding Brisbane’s Best Cafe’, The Coffee Commune (TCC) harnessed the power of radio, digital and programmatic OOH. The seven-week campaign also served to increase The Coffee Commune’s membership, and via TFM Digital, it saw a record 39,633 entries garnered (28,774 unique), with 880+ cafes nominated. Teaming up […]