Publishers need to use responsive web design techniques to generate platform-neutral advertising that permits brands to operate smoothly across the web (Nield, 2014, cited in Brand Perfect, 2014). If publishers fail to implement this now, they will struggle in the current digital climate (Brand Perfect, 2014).
Publishers are taking advantage of cutting-edge tracking and analytics tools to decipher what happens between clicks and shares (Neild, 2014, cited in Brand Perfect, 2014). Tony Haile, the CEO of Chartbeat, who provide real-time analytics for publishers, declared that it’s no longer the clicks that publishers and agencies want, it’s the reader’s time and attention (https://chartbeat.com/, 2014). Haile is referring to the growing significance of native advertisements, which involve publishers crafting unique content for advertisers that are deliberately made to look like editorial content (Economist, 2014). This technique has proven rewarding for magazine publishers such as Condé Nast who use two advertising techniques: Engage and Bulletin (Elizabeth Line, 2014, cited in Brand Perfect, 2014). Engage units take up such a large percentage of the screen that they perform as part of the reading experience, whilst bulletins are branded content weaved into articles to engage the reader in the same way as editorial content. Native advertisements are becoming more common as readers are devoting more time to looking at them (Economist, 2014).
The most effective campaigns use creatively designed content such as native ads, sponsored stories and video material. The goal for publishers and advertisers is to engage the readers ‘beyond just awareness’ of the content (Yamaguchi, 2013, cited in Johnson, 2013). In spite of the evidence suggesting that native ads are the best way forward, some magazines with an effective online presence don’t see the benefits. Matt O’Mara from Vice, the international multimedia website that reports on ‘uncomfortable truths’ (https://www.youtube.com/user/vice/about, 2014) claims that Vice do not like the term ‘native’ and haven’t ‘jumped on the bandwagon’ of using native ads because advertisers benefit from just associating themselves with their brand (O’Mara, 2014 cited in Brand Perfect, 2014).
Jeffrey Yamaguchi, Director of Digital Marketing at Abrams Books acknowledges the benefits of native ads for book publishers. Native advertising suits comprehensive content concerning a particular subject, as it offers advertisers and consumers more value than a banner add, as consumers are encouraged to engage with the content (Yamaguchi, 2013, cited in Johnson, 2013).
Native advertising is designed to become almost a feature of the publication itself, therefore readers will be more likely to engage with the content because of the way it is associated with the lifestyle or way of thinking that the publisher promotes. I believe that native advertising techniques will continue to be adopted by publishers as part of their online strategy, as long as consumers stay committed to buying into a specific way of life as promoted by publishers through their brand identity.
Word count: 470
Reference List:
Brand Perfect. (2014). The New Dynamics of Advertising, 2014. Available at: http://brandperfect.org/index.php/editorial/reports/694-the-new-dynamics-of-advertising-2014 (Accessed 28 October 2014).
Chartbeat. (2014). Chartbeat. Available at: https://chartbeat.com/ (Accessed 28 October 2014).
De Graeve, K. (2011). Responsive Web Design. MSDN Magazine. Available at: http://msdn.microsoft.com/en-us/magazine/hh653584.aspx (Accessed 30 October 2014).
The Economist. (2014). Virtual Beauty Parade. The Economist, 13 September, pp.14-15. Available at: http://www.economist.com/news/special-report/21615873-technology-has-put-squeeze-publishers-online-advertising-virtual-beauty-parade (Accessed 28 October 2014).
Johnson, H. (2013). ‘Jeffrey Yamaguchi, Director of Digital Marketing at Abrams, Tweets about Advertising’ Publishing Perspectives. Available at: http://publishingperspectives.com/2013/05/jeffrey-yamaguchi-director-of-digital-marketing-at-abrams-tweets-about-advertising/ (Accessed 28 October 2014).
Marcotte, E. (2010). 'Responsive Web Design’, A List Apart. Available at: http://alistapart.com/article/responsive-web-design (Accessed 30 October 2014).
YouTube. (2014). Vice. Available at: https://www.youtube.com/user/vice (Accessed 30 October 2014).
Publishers are taking advantage of cutting-edge tracking and analytics tools to decipher what happens between clicks and shares (Neild, 2014, cited in Brand Perfect, 2014). Tony Haile, the CEO of Chartbeat, who provide real-time analytics for publishers, declared that it’s no longer the clicks that publishers and agencies want, it’s the reader’s time and attention (https://chartbeat.com/, 2014). Haile is referring to the growing significance of native advertisements, which involve publishers crafting unique content for advertisers that are deliberately made to look like editorial content (Economist, 2014). This technique has proven rewarding for magazine publishers such as Condé Nast who use two advertising techniques: Engage and Bulletin (Elizabeth Line, 2014, cited in Brand Perfect, 2014). Engage units take up such a large percentage of the screen that they perform as part of the reading experience, whilst bulletins are branded content weaved into articles to engage the reader in the same way as editorial content. Native advertisements are becoming more common as readers are devoting more time to looking at them (Economist, 2014).
The most effective campaigns use creatively designed content such as native ads, sponsored stories and video material. The goal for publishers and advertisers is to engage the readers ‘beyond just awareness’ of the content (Yamaguchi, 2013, cited in Johnson, 2013). In spite of the evidence suggesting that native ads are the best way forward, some magazines with an effective online presence don’t see the benefits. Matt O’Mara from Vice, the international multimedia website that reports on ‘uncomfortable truths’ (https://www.youtube.com/user/vice/about, 2014) claims that Vice do not like the term ‘native’ and haven’t ‘jumped on the bandwagon’ of using native ads because advertisers benefit from just associating themselves with their brand (O’Mara, 2014 cited in Brand Perfect, 2014).
Jeffrey Yamaguchi, Director of Digital Marketing at Abrams Books acknowledges the benefits of native ads for book publishers. Native advertising suits comprehensive content concerning a particular subject, as it offers advertisers and consumers more value than a banner add, as consumers are encouraged to engage with the content (Yamaguchi, 2013, cited in Johnson, 2013).
Native advertising is designed to become almost a feature of the publication itself, therefore readers will be more likely to engage with the content because of the way it is associated with the lifestyle or way of thinking that the publisher promotes. I believe that native advertising techniques will continue to be adopted by publishers as part of their online strategy, as long as consumers stay committed to buying into a specific way of life as promoted by publishers through their brand identity.
Word count: 470
Reference List:
Brand Perfect. (2014). The New Dynamics of Advertising, 2014. Available at: http://brandperfect.org/index.php/editorial/reports/694-the-new-dynamics-of-advertising-2014 (Accessed 28 October 2014).
Chartbeat. (2014). Chartbeat. Available at: https://chartbeat.com/ (Accessed 28 October 2014).
De Graeve, K. (2011). Responsive Web Design. MSDN Magazine. Available at: http://msdn.microsoft.com/en-us/magazine/hh653584.aspx (Accessed 30 October 2014).
The Economist. (2014). Virtual Beauty Parade. The Economist, 13 September, pp.14-15. Available at: http://www.economist.com/news/special-report/21615873-technology-has-put-squeeze-publishers-online-advertising-virtual-beauty-parade (Accessed 28 October 2014).
Johnson, H. (2013). ‘Jeffrey Yamaguchi, Director of Digital Marketing at Abrams, Tweets about Advertising’ Publishing Perspectives. Available at: http://publishingperspectives.com/2013/05/jeffrey-yamaguchi-director-of-digital-marketing-at-abrams-tweets-about-advertising/ (Accessed 28 October 2014).
Marcotte, E. (2010). 'Responsive Web Design’, A List Apart. Available at: http://alistapart.com/article/responsive-web-design (Accessed 30 October 2014).
YouTube. (2014). Vice. Available at: https://www.youtube.com/user/vice (Accessed 30 October 2014).