5 October 2015

Digital-first publishers may be more nimble than their traditional counterparts, but building a loyal readership from scratch can be especially difficult given the level of online competition for user attention. While social media networks have had a “flattening” effect, allowing new sites with compelling content to quickly go “viral” and reach massive new audiences, even those platforms are becoming increasingly cluttered, and many publishers are beginning to question the value of social-referred audiences. This is a challenged faced by publishers around the world, including independent digital media company Scroll, whose online destination Scroll.in has become one of the fastest-growing news sites in India. Looking to diversify its audience development efforts, Scroll teamed up with Taboola to target engaged audiences on top sites across the web, and ultimately grow their overall readership. We published a case study that features some of the key highlights from this partnership, including data around how […]

27 August 2015

In a recent post, we covered the legacy of sponsored content—from advertorials in print publications to “branded entertainment” on TV—that paved the way for today’s native advertising. But despite this long history, and the fact that most of us are exposed to native advertising every day, many people still have a narrow understanding of “native” and the many different forms it can take to help publishers better monetize their business. By expanding our definition of native to encompass more diverse forms of branded content, publishers can tap into a multi-billion dollar market, bolster their overall businesses, and take back revenue from the industry’s “Goliath” that is commandeering too much of the digital media space today. The Native We Know: On-Site Custom Branded Content Most people who are familiar with the phrase “native advertising” think of it in terms of those prominent examples cited in our previous post, namely branded content […]

17 June 2015

Though it is a comparative newcomer to the advertising landscape, native advertising has come to occupy a significant portion of the conversation surrounding digital marketing.  Stellar examples of native ads in BuzzFeed and The New York Times have received a great deal of attention, and last year, John Oliver dedicated a lengthy (if cynical) segment of Last Week Tonight to the topic.  In each instance, native advertising is discussed as something new.  But while the name itself is only a few years old, native advertising actually has a history dating back almost a century—or longer. Native’s Predecessors: Advertorials and Branded Entertainment The precedent for native was first established in the form of print advertorials, which were sufficiently common by 1917 that a nationally syndicated column spoke out against “the paid write-up.”  But the practice gained traction—and acceptance.  In 1927, for example, the Honolulu Advertiser ran an eighty-page advertorial, sponsored by […]

14 April 2015

When I first met Bonnie Kintzer and Rich Sutton, CEO and CRO, respectively, of Reader’s Digest, it was clear that we shared a vision for connecting audiences around the globe to content they may like and never knew existed. Reader’s Digest, after all, is one of the most reliable and long-lasting publishers around. RD spends meaningful time and energy around keeping people engaged, and are on a mission to create the best user experience possible across all digital fronts. I’m thrilled to say that earlier today, we announced an exclusive, multi-year partnership with Reader’s Digest Association (RDA), to integrate personalized content recommendations and native placements into their entire network of well-established desktop and mobile sites including Reader’s Digest, The Family Handyman, Taste Of Home, Haven Home Media and Taste Network. Together, we will focus our efforts on the new revenue stream and work to optimize recommendations for each site, audience […]

5 September 2013

Starting with the early days of the web, articles featured on a publisher site were handpicked by editors

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