Every week, we feature four articles about native advertising, one piece of brand content and an interesting industry stat.
This week in native...
Plus: don't miss the Brand Content Of The Week below — Game of Thrones fans will love it, and kids can learn a valuable lesson.
Digiday does it again with a glossary of terms to explain what has become a tough-to-define new segment of digital marketing. Past WTFs include programmatic, viewability and Internet of Things.
The article is sponsored, but I still recommend downloading the PDF for a full "getting started with native" type of guide. It's extremely valuable for anyone that wants a clear explanation of the different aspects of native advertising, whether you consider native to be in-feed ads, sponsored content or both.
The doc includes a section on new measurement metrics like content quality score, total time read and attention minutes. Since content marketing can't be measured with pageviews or conversions, native advertising has a lot more to do with measuring depth of engagement.
This article is a great overview of native advertising and digs deeper into creating successful native campaigns.
Consumers can be skeptical of native ads, but it is important for brands and publishers to focus on creating content that adds value, is educational or entertains. If the content is great, often users won't mind whether it is paid or not.
Old Navy, Samsung, Showtime and Banana Republic are a few of the first brands to test Instagram's carousel ad, a form of a gallery card. In the image above, we have Instagram, Twittter, and Sharethrough's gallery units are stacked as examples.
Instagram's carousel ad is a sponsored post, but the image is swipeable. Only the image changes and the rest of the post remains the same.
For Twitter's gallery card, the images are clickable and open up full images. In the pre-engagement state, parts of the images are hidden and when a user clicks or taps on the image, more information can be revealed.
For Sharethrough's gallery card, thumbnails of each image are shown and each image can have different text associated with it.
All three gallery cards are great for users, brands and publishers. Cards provide a better user experience and with these gallery cards users can swipe, tap and click to engage more with a brand.
BI Intelligence released a report on programmatic advertising, the automated standard that uses technolog to buy and sell ads. The report highlights that mobile, video and real-time bidding (RTB) are leading the growth.
With the OpenRTB 2.3, there is now a set of standards for buying native ads programmatically.
Brands should take note that native can bring higher value placements, dynamic ad components and quality inventory to programmatic.###[Brand Content of the Week: Game of Chairs](http://blogs.wsj.com/speakeasy/2015/04/06/watch-sesame-street-take-on-game-of-thrones-with-game-of-chairs/) Just in time for the new season, Sesame Street did a parody of Game of Thrones, called Game of Chairs. Leveraging characters from the last four seasons of the hit HBO TV show, the video manages to still be educational and child-friendly.
Mobile ad spend will top $100 billion worldwide in 2016. This is 51% of the digital ad market. Although mobile traffic surpassed desktop in 2014, mobile advertising hadn't caught up.