Insights, tools and research to advance journalism

Sponsored content / Native advertising (Page 9)

We encourage you to read our in-depth white paper: “Understanding the rise of sponsored content,” which distills insights from an API summit that gathered some of the best leaders on this subject.

Time Inc. has signed its first client for Watercooler Live, its native ad product

You might have heard: Time Inc. is planning to “dramatically expand its native ad business” ahead of Time Warner spinoff (MediaPost, AdWeek) But did you know: “Time Inc. has signed its first client for Watercooler Live, its new native ad product that pours advertiser content, social commentary and Time Inc. editorial content into microsites and ad units,” writes Lucia Moses. […]

Digital advertising, including native ads, has a repetition problem

Digiday’s Josh Sternberg writes that most advertising on the Web has yet to find a solution to drilling in an advertiser’s message. On TV or even Hulu, we see the same ad over and over; research suggests that the repetition results in influence on consumer choice. Sternberg asks: what was the last banner ad you […]

The New York Times is the latest news organization to jump into sponsored content

You might have heard: The Associated Press, Washington Post look to sponsored content (AdAge) But did you know: Meredith Kopit Levien, executive vice president of advertising at The New York Times, share details of the paper’s plans for branded content units. The Times is planning to introduce them in its redesigned website, scheduled to roll out in the […]

Understanding the rise of sponsored content

In recent years news publishers have grappled with an uncomfortable realization: The traditional revenue streams of display advertising and reader subscriptions may not be sufficient to support them in a digital age. Digital display ads command unimpressive rates and engagement, with clickthroughs measured in the tenths of percentage points. Digital subscriptions have recently helped some […]

Why sponsored content is promising for news organizations

The potential for native advertising is enormous. For some publishers it’s already more than just potential — BuzzFeed draws all of its revenue from the model; and more than 50 percent of the Atlantic’s digital revenue is tied to native campaigns. From the conversations at our summit we identified a few underlying reasons. 1. It […]

The definition of ‘sponsored content’

Sponsored content / native advertising appears in many ways. There is no single form, but rather a continuum from banner ads to social media content to large microsites with articles and videos. The fragmented, inconsistent approaches are actually a feature, not a bug — “native” advertising is native to the specific publication or platform it […]

The four business models of sponsored content

There are four distinct models that we’ve seen so far, each with varying levels of involvement from the publisher and brand: Underwriting model: The brand sponsors content attached to normal reporting, or something that the publisher was creating anyway. This model preserves the most editorial independence. The brand is simply paying to have its name […]

Managing risks, maintaining standards and ethics in sponsored content

The resounding consensus we heard from summit participants was that upholding the publisher’s own brand and integrity, and thereby its readers trust, is an important principle. These brands seeking sponsored content partners are coming to publishers not only for their audience size but for their trust and integrity, says Rebecca Davis of Ogilvy. The brands […]

How sponsored content is created

As we noted in our discussion of the four business models for sponsored content, there are varying levels of involvement from the brand and the publisher. In some cases the brand is on its own to produce what it wants to publish. But in many cases someone working for the publisher plays a role. Most […]

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