Native Advertising Roundup – June 18 2014


Polar’s roundup of native advertising news – ours, and stories from across the web.

Early last week we gathered results from surveys and aggregate data to assemble 20 native advertising benchmarks for premium publishers. The results are divided into sections focusing on revenue, content, user experience, backfill and mobile. Check the results out for yourself and read the 5 datasets Digiday's Lucia Moses took away from them.

The New York Times dominates native advertising news again with their expansive piece of sponsored content for the Netflix series Orange Is The New Black. For now the coverage is positive  and shows the work the Times has put into sponsored content since they revealed the program in January of this year.

Mobile Marketer examines Casio's latest marketing effort with their G-Shock scavenger hunt, utilizing smartphone usage and in-app experiences to construct a cohesive campaign. Our own head of market strategy, Tony Vlismas, comments on the potential pratfalls and successes the campaign may encounter.

Cannes is usually a good indicator of where the advertising industry is heading, but one publishers is making waves. Yahoo CEO Marissa Mayer took the stage to explain the several ways Yahoo will be implementing across their news, sports, and tech sites as well as Tumblr. AdWeek reports on her speech and highlights some of her favourite sponsored content campaigns.

Polar CEO Kunal Gupta broke down 3 of the reasons native advertising is working and gaining steam as a revenue source for premium publishers in the Makegood, an online publication focused on the business of media and technology. According to our benchmarks survey, 40 percent of  premium publishers expect native advertising to drive over a quarter of their digital revenue in 2014.

Lastly, Amazon finally revealed their smartphone today. As we pointed out last October when the phone rumours reached their peak, with Amazon's large breadth of varying products and services, this Fire phone is primed (no pun intended) to be a native advertising delivery device.