If you're a marketer placing sponsored content (also known as native advertising) with a publisher -- or a publisher accepting sponsored content -- there are a few things you should know about how Google News, and Google in general, views this particular form of content.
In a recent blog post, Google Senior Director of News and Social Products Richard Gingras wrote:
"Credibility and trust are longstanding journalistic values, and ones which we all regard as crucial attributes of a great news site. It's difficult to be trusted when one is being paid by the subject of an article, or selling or monetizing links within an article. Google News is not a marketing service, and we consider articles that employ these types of promotional tactics to be in violation of our quality guidelines ... if we learn of promotional content mixed with news content, we may exclude your entire publication from Google News."
Here's one of the most interesting uses of retargeting technology we've seen in a while. For those who don't know, in a nutshell, retargeting allows marketers to, in essence, "tag" you when you visit a particular site (on which they have placed an ad banner) and then show you another banner (retarget you) on another. Most marketers simply show you the same banner over and over again.
JWT Amsterdam approached retargeting a bit more intelligently and used the technology to tell a story.
You never get a second chance to make a first impression. That's why your homepage is undoubtedly one of the most important pages on your website.
For any given company, the homepage is its virtual front door -- and face to the world. If a new visitor doesn't like what they see, their knee-jerk reaction is to hit the "back" button. Despite mom's best advice, unfortunately, a lot of people still judge a book by its cover.
Don't let that happen. Flip through these 54 examples of brilliant homepage design to inspire your own homepage design strategy.
Writing for HubSpot, I've explored what's wrong with current iterations of native advertising and what we can do to fix it. Native advertising, of course, all the rage these days. Companies like BuzzFeed and ShareThrough have based their business models on the notion that in-stream, organic-like content will save the day and finally allow everyone to retire those tired and underperforming banner ads to a nice tropical island far, far away.
In its current form, however, native advertising is destined to fail just like the banner ad failed. Why? Because most native advertising placements -- just like most banner ad placements -- are not structured with inbound marketing strategies that treat native advertising content creation as a starting point. Rather, the content is treated as the end point. In essence, most native advertising today is basically a branding play.
BBR Saatchi&Saatchi met with 15 teenagers from the StartupSeeds organization -- a program for nurturing technology -- oriented youth, in order to try and find a solution to a national (Israel) and worldwide problem -- cyber-bullying. Boycotts, harassments and offensive messages have caused many children emotional damage which in many cases has pushed them to end their lives tragically.
Out of dozens of ideas, the agency chose to focus on the cyber bully just before they write an offensive message on platforms like Facebook, blogs and forum. The agency created a Chrome browser plug-in that detects offensive words, and replaces them with positive ones.
Hmm. Getting an actual bully to install an actual plug-in that actually stops a bully from bullying is, well, a bit of wishful thinking. Just saying.
There's been a lot of discussion lately about "programmatic premium"- using machines to fully automate the purchase of premium advertising inventory. It seems like every conference lately has someone from Kellogg's on a panel saying programmatic premium is GR-R-REAT with very impressive statistics to support their claims.
The Ad Exchanges, DSPs, DMPs, SSPs, and various other TLAs (three letter acronyms) you see on Terry Kawaja's Display Lumascape have certainly been successful at automating the buying and selling of remnant inventory. But remnant inventory represents only a small slice of advertising spending. According to Mike Leo, CEO of Operative, only 18% of digital media advertising budget is spent through exchanges.
Sometimes the simplest campaigns are the best campaigns. We'd venture to say that's the case with InstaCamp. Created by Denver-based LRXD for Kampgrounds of America, InstaCamp brings the visual pleasure and virtual warmth of a campfire along with relaxing Christmas music to your digital device.
Fire it up in the office. Fire it up at home. Fire it up while you're stuck at the airport on your way home for the holidays. Wherever you fire it up, it's pretty much guaranteed to calm your nerves at least for a little while.
If you're creating online campaigns (from a creative or media standpoint) and you want to make sure you have the right creative on the right site with the right offer matched up to the right landing page, you might want to watch this interview with EngageBDR Client Services Director Andy Dhanik. In the interview, he talks about how his system can integrate with existing ad servers and optimize creative pairings (landing page, banner, purchased site). It's a bit technical but isn't everything about advertising these days? That said, don't toss it off. It matters.
JWT Amsterdam developed a program for MINI whereby a fleet of MINIs travel to Netherlands-based offices, allow people to take a test drive and then, based on the person's driving style, offer them a suitable blend from coffee makers located in the trunk of the vehicle.
Companies can sign up to have the fleet come by on a website.
Amsterdam-based Kingsday is employing some beekcake to appeal to women in a campaign that aims to get the ladies chatting about their favorite flower. Created for the Flower Council of Holland, the campaign takes women (or anyone who wants to) inside a virtual greenhouse where five jacked, shirtless men help find them find their favorite flower.
Visitors are presented with flower multiple flower choices until selections are narrowed down to a favorite.