Polar's Native Advertising Weekly Roundup - Oct 25 2013

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It’s a fast pace at Polar. Brand new research we read on Monday morning is lost in the shuffle by the time our backpacks are on our shoulders Friday evening as we head home. This is the reality of working in an exciting new field like native advertising.We are going to bet the same holds true for you. Marketers, publishers, and readers alike are searching for the straight talk about native ads, so every week we’ll aim to show you what we’re doing, what we’re reading, and why.

Polar News & Posts

Polar CEO Kunal Gupta appeared on the Lang And O’Leary Exchange Tuesday evening. Guest host Dianne Buckner chatted with Kunal about exactly what native ads are, and how Polar helps publishers implement them. You can catch the show here, Kunal appears around the 29 minute mark.

@KiraAlexandra@kunalfrompolar@LangandOLeary we agree 100 per cent!

— Polar (@aboutpolar) October 23, 2013

The segment opened up some conversations on Twitter where uses like @kiraalexandra opined native ads aren’t just about Facebook and Twitter, and she’s right. Though they are excellent examples of native advertising which everyone can quickly relate, they are not the only ones. That’s why we point out excellent native advertising every week!

Polar finished up it’s first webinar on October 24 titled The Business of Native Advertising. Kunal hosted Jeff Burkett of the Washing Post and Tessa Gould of the Huffington Post Partner Studio, two respected luminaries in the field of digital publishing. The webinar will be available on our site in the coming days.

Last week, we briefly mentioned the rumours of an Amazon-HTC phone collaboration. We expand on the news here and show how HTC might offer Amazon the opportunity to turn the smartphone into the ultimate native advertising device.

We have a great office space in downtown Toronto – exposed brick, great big wooden beams – and often host and organize industry events. Coming up on November 23 the first ever Toronto Erlang Factory Lite will darken our doors. Erlang Solutions puts off these conferences based around the Erlang programming language and its use in products and services.

Around The Web

Brand-jacking gained new prominence during Apple’s iPad event on Tuesday. Competitors like LG, Microsoft, and Samsung made certain to bid for and win sponsored space on Twitter during the event. The practice isn’t limited to domineering hardware companies, however; the Edmonton Journal showed how the election team for the city’s new mayor-elect, Don Iveson, used Ad Words and other services in the last days of the campaign, making Iveson’s ads show up when voters searched for his opponents.

The Associated Press is getting into the native advertising game. Though not one of the first to initiate a sponsored content strategy, AP believes their reputation as an unbiased international news source will separate them form the rest. And hey, promoting the use of our friends over at Contently is a smart move. Maybe we’ll have more to say in the upcoming weeks...

Mobile Marketer shares the news that mobile ad revenue is on the up and in-app ad experiences are the reason. Who’s buying this space? A prominent purchaser is app makers who find it hard to target their audience on traditional desktop sites; if they are using the app in which they advertise, they know they can install on that device.

Facebook announced the CBC will be the first broadcaster to use it’s new TV tools. The tools will help the broadcaster incorporate real-time from Facebook posts into its shows and track viewer engagement.

Finally via Quartz, Instagram unveiled what form their native advertising will take. Sponsored content will appear in American photo streams in the coming days.

If you see a story we missed, feel free to @ us on Twitter.