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.
In Min Online, Polar CEO Kunal Gupta explains why we're not building a native ad network. Later in the week, Kunal expanded on this sentiment with tales from his youth, using those experiences to show why quality trumps quantity in the native advertising space.
Kunal also appeared in Mobile Marketer, revealing 6 trends publishers absolutely need to keep top of mind with their native ad efforts in 2014, including Twitter challenging Facebook for top mobile ad space revenues.
Mobile Marketer also examined the New York Times' redesign and dive into native advertising. Polar Senior Manager of Marketing, Tony Vlismas provided perspective on what fuelled these changes at the publication.
Rob O'Regan started the year with 3 methods of to giving your publication a boost in eMedia Vitals, with native ads rounding out the list. Rob notes pricing can be a contentious issue and points to Kunal's earlier column on the subject.
Around The Web
Speaking of pricing and premium products, this Digiday story on Hearst's native advertising strategy shows that Chief Revenue Office Todd Haskell feels the same as Polar: “Since these programs require a close collaboration between our teams and those of our clients, we require substantial spending commitments for each campaign that is launched.” Read the whole story for an inside look at how native ads work at Hearst.
The title on this article is much more dire than its actual content: How Google Is Killing Native Advertising. Read the comments for a great conversation about search ranking and native ads.
Lucia Moses examines the downside of publishers skimping on price when it come to their content marketing programs. Saving some cash in the short term may lead to severely devaluing your product for the long haul.