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.
— Kunal Gupta (@kunalfrompolar) November 11, 2013
Polar CEO Kunal Gupta graced Toronto airwaves Monday morning with his appearance on CBC Radio One’s Metro Morning. Host Matt Galloway later joined the entire Polar team for a Lunch & Learn where we discussed Toronto city politics (it was a little hard not to), Toronto as a start-up city, why it’s hard for women to break into the software development, and much more.
For publishers and marketers, establishing metrics for ROI on a new platform like native advertising can be a struggle. We put together an introductory infographic to show you 3 different ways to start measuring your native ads: engagement, performance, and awareness. We’ll expanding on those themes in the blog in the coming weeks, so stay turned.
On Wednesday we introduced MediaVoice’s newest feature: Promote. In partnership with Native Lift, MediaVoice now offers paid promotion capabilities. Publishers can now extend the reach of their native ad campaigns across various search, social, and content vendors, including Facebook, Twitter, Outbrain, Taboola, StumbleUpon, Google, Bing and LinkedIn. Read more from Rahul Nirula, our senior director of product management and see what the industry thinks in Media In Canada (subscription required).
Toronto Life released its list of the 50 Most Influential Torontonians. The articles aren’t online yet, but here’s a sneak at their list of Tech Stars. You might see a familiar face.
Lastly, the Makegood – a publication dedicated to providing an inside look into media and technology – published a contribution from Kunal. The article takes a look at Twitter now that they’ve gone public and how they’ll dominate digital advertising, all through sponsored content.
Around the web
Pinterest launched their API this week and revealed their early partners in the process. Brands will receive metadata from top pins and can use it on their own sites as they see fit, as well as eventually provide a native experience on Pinterest leading to strong referral traffic.
We are often asked for examples of great content marketing and native advertising. Though we have our favourites, our content partner Contently routinely showcases great campaigns on their strategy site everyday. Monday’s post saw them ask 6 content marketers what their favourite pieces were. Check it and them out,
Will this coming American Thanksgiving turn out to be the biggest mobile shopping day ever? Mobile Commerce Daily proposes Black Friday may be prescient of a shift from mobile comparison shopping to outright purchasing.
No, you are not watching Mythbusters. Digiday took a look at common misconceptions regarding native advertising (it doesn’t scale, for example) and rates their level of truth and offers advice for longevity.