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.
Native advertising goes by many names these days. Luckily Polar CEO Kunal Gupta shows us how some publications refer to this content on their sites in this post on eMedia Vitals, including screen shots of the different forms.
Native ads were in the spotlight this week with the FTC’s December 4 roundtable on the ad format, entitled Blurred Lines. The IAB (of which Polar is a member) released a twenty-page document: the Native Advertising Playbook, showcasing the different forms native ads can take and what it means for publishers while establishing standards. We broke down the results, both here and on the Makegood, and our very own senior director of marketing, Tony Vlismas, shed some light on the issue in Contently’s Strategist.
— Iain Marlow (@iainmarlow) December 5, 2013
Are Canadian businesses too slow to go global? That is one of many questions Kunal posed in his latest contribution to the Globe and Mail’s Leadership Lab when explaining why Canada doesn’t appear on his business card.
— Diane Brady (@dianebrady) December 5, 2013
Bloomberg Business Week compiled an oral history of the tumultuous times at Research In Motion, later renamed BlackBerry, from their beginnings to their furious pace to compete in the smartphone era. Kunal shed some light on the sudden drop off in product quality when RIM went from innovator, to emulator – which Boy Genius Report found very prescient.
AROUND THE WEB
Adweek takes a look at Tumblr’s new approach to native advertising: prime placement in the trending articles section. We’ve spoken at length about Twitter and Facebook eating publishers’ lunch and seems Tumblr has its eyes on the sandwich as well.
— Starbucks Coffee (@Starbucks) October 28, 2013
Twitter is known as a pioneering space for native ads, and this campaign from Starbucks blurs into the commerce realm as well. @Tweetacoffee was a fun experiment and showed great ROI. The only problem with a campaign out in the open like this: anyone can track your ROI…