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Publishers Give Polar Academy A+ For Helping Boost Their Native Ads Business

Publishers Give Polar Academy A+ For Helping Boost Their Native Ads Business

Polar Academy Native Ads Platform
Polar Academy Native Ads Platform

This one is for all our current and future MediaVoice customers! Today we're announcing Polar Academy, an exciting new training solution exclusively for our customers looking to educate themselves on all aspects of the sponsored content industry.

Polar Academy (polar.me/polar-academy) provides publishers with access to best practices materials they need to construct their sponsored content program, as well as sessions and resources for those publishers already well established in the native advertising landscape. Combining industry proven best practices and strategic consulting based on the nuances of publishers’ audiences, with custom benchmark data and program insights, Polar Academy is the only program of its kind offering publishers a complete picture of the sponsored content industry and their standing within it.

Below is just one example of the many sessions available to MediaVoice customers at PolarAcademy.me

Following Best Practices Can Make Or Break A Sponsored Content Program

Since launching MediaVoice, Polar has offered exclusive best practices workshops to customers, helping bolster their sponsored content programs. As their programs grow and scale, so does the need for a portal where publishers’ staff can re-engage and re-educate themselves on the newest trends in native advertising on their own timetables.

“When you search native advertising your results fill up with more questions than answers,” says Tony Vlismas, Head of Market Strategy, Polar. “Publishers were coming to us with very specific asks around the business of native advertising and best practices which only a company like Polar could answer. With Polar Academy, we can offer that knowledge and experience to our entire customer-base.”

Several Content Streams For Every Aspect Of A Native Advertising Operation Split into easily digestible video-sessions, sales collateral, resources, and exercises for evaluating a publisher’s sales strategy, Polar Academy focuses on often-overlooked aspects of native advertising, sales tools, pricing, and how a publisher completely utilizes all the tools which compromise their sponsored content program.

Salespeople looking to hit targets, managers forecasting revenue, designers perfecting promotional units - these are just some of the publishing roles which reap the benefits of Polar Academy.

“Today, it isn’t enough to simply offer native advertising to your clients and leave it at that. After Polar Academy, we were able to produce sales collateral telling the complete story around sponsored content at The Economist Group from start to finish,” said Christina Fanelli, The Economist Group.

Services like Polar Academy show Polar’s dedication to a publisher’s success in native ads; beyond the technical challenges of creating and serving sponsored content, publishers will always have questions on best practices, performance, and strategy as they continue to build new innovative products for their audiences.

"Polar Academy provides us with insight and best practices around the latest developments in native advertising. The Academy workshop brought together many different stakeholders from the foodnetwork.co.uk team, including commercial, operational and editorial, allowing us to optimize all elements of our native offering over a short period of time. Content marketing has always been central to Scripps Networks' UK business, and Polar Academy is helps us ensure we remain at the forefront of this key advertising channel,“ said Kate Bradshaw, VP Digital, EMEA, Scripps Networks.

Visit Polar Academy to see how industry knowledge can transform a publishers native advertising efforts into a robust and scalable sponsored content program.

Polar announces major platform upgrade for MediaVoice

Polar announces major platform upgrade for MediaVoice

NEW YORK, Jan. 29, 2015 - Today, Polar (http://polar.me) is announcing a major platform upgrade to MediaVoice, its native advertising platform used by the world’s largest publishers. The Washington Post, Forbes, Slate, Huffington Post, Conde Nast, News Corp, Hearst Magazines, Associated Press, Refinery29, Major League Baseball, The Daily Telegraph, The Economist and Bloomberg are some of the many publishers using MediaVoice to power native advertising for their direct-sold content programs.

Since the initial launch of MediaVoice in July 2013, the platform has helped publishers develop and strengthen their native advertising and sponsored content programs. Over the past six months, Polar has rolled out a major platform upgrade to MediaVoice, with a focus on enabling stronger automation, flexibility and reporting for publishers to increase the scale of their native programs.

Unparalleled integrations with existing publisher ad servers

“Our expansive ad server integration in MediaVoice allows publishers to leverage existing workflows versus having to use yet another ad server”, says Rahul Nirula, Vice President of Product, Polar. MediaVoice now supports DoubleClick, ADTECH, OAS, AppNexus, FreeWheel and Mocean.

Polar has strengthened its integration with DoubleClick, which now includes:

•One-click export of all native creatives from MediaVoice into DFP •The ability to automate 100% of the ingestion of new native creates into DFP •The ability to bundle a ‘collection’ of native creatives into one DFP ad call to minimize ad serving costs and page performance impacts •Support for DFP Premium, DFP Legacy and GPT tags

 “MediaVoice’s ability to work with our existing ad server removed many of the pains associated with transitioning to an ad-serve model for native promotion of sponsored content,” says Mia Birkhead, Director of Ad Operations, Slate.

Digital publishers are ready for native advertising growth with Polar's MediaVoice.
Digital publishers are ready for native advertising growth with Polar's MediaVoice.

Greater automation with existing publisher content management systems

When it comes to creating custom content for native programs, publishers will often opt to use their existing content tools (including their CMS). Polar has built and scaled the capability for publishers to automatically ingest sponsored content into MediaVoice from their CMS, through the use of RSS feeds. These capabilities, along with the integration into existing ad servers, provides a turnkey solution whereby the workflow from creating custom content to serving a native ad is fully automated.

"We had all the pieces that constitute a comprehensive sponsored content program: the editorial skills, the sales team, the ad operations and development resources," says Rosalyn Morris, Product Manager, The Globe and Mail. "With Polar, we were given the tools to fit those pieces together and provide our clients with an end-to-end native advertising solution."

The industry’s most comprehensive native ad reporting dashboard

Easy access to a wide range of reporting tools is another reason publishers choose MediaVoice. MediaVoice aggregates ad, web, content and social analytics for a publisher’s content program into a single dashboard, making it easy for internal teams to access the reporting they need. Additional reports have been added for Creative, Campaign and Placement comparisons.

A recent partnership with Moat gives customers of both platforms the ability to integrate the industry’s most trusted viewability metrics with native ads.

“Clients using BrandConnect look to our team to help create and deliver high quality content programs that our audience will engage with. Combining the data and storytelling power of Moat with the innovative native technology from Polar, helps us tell a stronger story to our clients on how their content programs are performing,” says Jeff Burkett, Senior Director of Sales Operations and Product Strategy at the Washington Post. WP BrandConnect is The Washington Post’s sponsored content program.

iOS and Android support now available

Social sites are proving that value of the native format within mobile in-app experiences. MediaVoice’s robust software development kit (SDK) supports native ad integration in mobile apps for both iOS and Android, leveraging a publisher’s existing ad server.

“The Associated Press reaches millions of consumers around the globe, so we needed a native ad solution that would scale across all our properties,” said Ken Detlet, vice president, digital advertising strategy and sales at The Associated Press. “MediaVoice brings us the flexibility to run native ads across desktop and mobile, including our native iOS and Androids apps, all while using our existing ad server.”

Native Preview tools to support sales and ops teams

MediaVoice now lets customers preview native ads live on their site(s) without trafficking it through their ad server, providing a unique URL for the native creative which is proving useful for internal testing and external client approvals.

“Polar continues to invest in strengthening their platform and recent additions like the Preview functionality demonstrate their commitment to being the technology leader within the native market”, says David Saabye, Vice President of Digital at American Lawyer Media.

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Visit www.polar.me/MediaVoice to learn more about how publishers use MediaVoice to scale their native program and to request a platform demo. Existing Polar customers can contact their representative to learn more about the MediaVoice platform upgrade.

Polar serves 1-billion native ads on mobile; small screen winning in sponsored content

Polar serves 1-billion native ads on mobile; small screen winning in sponsored content

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Audiences are flocking to mobile, and sponsored content is following. Today we're announcing we have served over 1-billion native ads on mobile for publishers such as Slate, Condé Nast, Hearst, Telegraph, The Washington Post, and Associated Press.

The world's largest publishers choose Polar to serve their native advertising, with over-700 media sites using their MediaVoice platform to power their direct sold sponsored content. Polar's latest benchmarks show that native advertising is a clear winner on mobile.

“1-billion native ads on mobile and over 3-billion across all devices gives us unique to aggregate data on how these placements are performing for publishers and how readers are engaging with sponsored content,” says Kunal Gupta, CEO, Polar. “No one else has this unparalleled access to sponsored content trends, or can help publishers understand what direction native is heading the way we have been able to.

Aggregate data from 1-billion native ads served on mobile (see all 20 new Benchmarks released here: polar.me/mobile) shows these placements perform better than their desktop counterparts:

  • Click-through-rate (CTR) on mobile placements is .26%, 57% higher than on the desktop
  • Engagement time on mobile native ads is 33% longer than those on the desktop at 3m 12s.
  • Smartphone native ads boast a 3m 37s engagement time, 45% higher than those served on tablets.

“With Polar, mobile isn’t an afterthought – it’s an essential part of native advertising.” said Anthony DeMaio, Associate Publisher, Vice President of National Sales, Slate. “We chose MediaVoice to serve our native advertising as it it spoke to every aspect of our sponsored content program: utilizing our content management system (CMS), integrating with our ad server, and pushing to mobile.”

MediaVoice lets publishers serve native advertising using their existing CMS which is often set up to format content for mobile devices automatically. Publishers save time and bandwidth when the need for manually formatting native mobile content is eliminated.

Reports from Business Insider show spending on native advertising is soaring with almost $8-billion in sales in 2014, and a predicted $10.7-billion in 2015. eMarketer reports that 90 percent of publishers already have or plan to offer native ad products this year for content marketers to reach and engage with their audiences.

Click here to see what we learned from 1-billion mobile ad impressions.

The Globe and Mail’s native ad engagement outperforms global benchmarks according to data provided by Polar

The Globe and Mail’s native ad engagement outperforms global benchmarks according to data provided by Polar

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November 12, 2014 (Toronto, ON) - After six months of working and refining their sponsored content program, The Globe and Mail – Canada’s National Newspaper – bests industry standards for engagement in native advertising.

By working with MediaVoice, Polar’s powerful native advertising platform, the publisher has the technical tools to accompany their aggressive sponsored content strategy and the results from Polar’s benchmark data proves their effort has paid off.

Polar’s native advertising benchmarks look at aggregate performance and engagement with native advertising across MediaVoice’s entire publisher base, which have served over 3-billion native ads in 2014 on over 600 publishing sites globally.

The average time spent on The Globe’s sponsored content is 69 per cent higher than the industry average for news publishers globally, and 14 per cent higher than Canadian audiences, which are traditionally more engaged with native advertising. Other impressive benchmarks include:

  • 4x higher average click-through-rate (CTR) than industry benchmarks for news publishers using Polar’s platform
  • 4x higher average CTR than all other Canadian readers engaging with native advertising on Polar’s platform
  • Sponsored content promoted in channels such as News, National News, and Technology have CTR on average above 1 per cent
  • 45 per cent of native ads served this year by The Globe have been on mobile devices.

The Globeand Mail’s engagement and performance metrics are amongst the highest of all news publishers we collaborate with globally, “says Tony Vlismas, Head of Market Strategy, Polar. “We provided the tools they needed to scale their program, but credit also goes to the commitment to quality content which resonates with The Globe’s audience.”

Initially started as a pilot program in April 2014, The Globe’s sponsored content initiative has proven successful. As chief revenue officer Andrew Saunders described to Marketing Magazine in October: “ …We felt that if clients wanted to place high quality branded content alongside our award-winning editorial content, it would really provide a powerful context that would resonate with the consumer — and fundamentally, we have seen that”

“We had all the pieces that constitute a comprehensive sponsored content program: the editorial skills, the sales team, the ad operations and development resources,” says Rosalyn Morris, Product Manager, The Globe and Mail. “With Polar, we were given the tools to fit those pieces together and provide our clients with an end-to-end native advertising solution.

MediaVoice is Polar’s native advertising platform which lets publishers seamlessly create, present, serve, promote and report on native ad campaigns cross-device while leveraging their existing ad-servers (including Google’s DoubleClick platform) and existing content management systems. MediaVoice supports native ads across all screens, including desktop sites, mobile website and mobile applications.

Head straight to Polar's native advertising industry benchmarks for more aggregate data from MediaVoice, which powers the world's largest publishers' native advertising. 

Polar and Moat Partner to Bring Viewability and Other Metrics to Native

Polar and Moat Partner to Bring Viewability and Other Metrics to Native

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November 4, 2014 (New York, NY) - Polar (www.polar.me), makers of MediaVoice, the platform trusted by many of the world’s largest publishers to create, serve, and scale their native advertising, and Moat (www.moat.com), a SaaS analytics company focused on building products for brand advertisers and premium publishers, have partnered to provide analytics to premium publishers including viewability and attention metrics in content and native advertising.

The partnership lets Polar’s MediaVoice customers leverage Moat’s enhanced analytics, strengthening the existing market-leading reporting features already integrated within the platform. Some of the advanced metrics MediaVoice users can access through the partnership include viewability, in-view time, universal interaction rate, hover rate, time to hover, scroll rate, and many others.

“Moat is excited to partner with Polar and provide another powerful integration of Moat Analytics to our clients,” says Aniq Rahman, Moat’s President. “We already share many customers with Polar – grouping native advertising and content analytics for brands creates a new opportunity for publishers to tell a story to marketers about how readers experience sponsored content.“

“MediaVoice has grown exponentially over the past year, now having served over 3-billion direct-sold native ads for premium publishers,” says Polar’s vice president of product, Rahul Nirula. “This explosive growth is proof that publishers are scaling their sponsored content programs. Now more than ever, publishers need a tool to help them chart their success and Moat’s industry-leading analytics platform fills that need perfectly."

Polar and Moat’s customers like The Washington Post and The Globe and Mail are already seeing value from this new partnership.

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“Clients using BrandConnect look to our team to help create and deliver high quality content programs that our audience will engage with. Combining the data and storytelling power of Moat with the innovative native technology from Polar, helps us tell a stronger story to our clients on how their content programs are performing,” says Jeff Burkett, Senior Director of Sales Operations and Product Strategy at the Washington Post. WP BrandConnect is The Washington Post’s sponsored content program.

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“We’re changing the conversation from the click to engagement and attention with native advertising,” said Cynthia Young, Director of Advertising Products and Innovation at the Globe and Mail. “The digital advertising landscape is evolving quickly and we rely on partners like Polar and Moat to help us deliver a complete solution to our clients."

Head to polar.me/Moat to see how MediaVoice helps you take advantage of Moat’s powerful brand analytics metrics. Contact us to request a demo for your publication.

U.K.’s Net Communities partners with Polar to launch Brand Talk native advertising program

U.K.’s Net Communities partners with Polar to launch Brand Talk native advertising program

ITProPortal
ITProPortal
Advertising solution company Net Communities takes their native ads to next level, choosing Polar’s MediaVoice native ad platform to make available the country’s premium ad inventory to content marketers in search of a sponsored content solution in the U.K.

Today, Net Communities is launching Brand Talk, their native ads program which allows content marketers to run campaigns across their portfolio of publications and advertising inventory partners. Net Communities has chosen Polar’s MediaVoice platform as the technology backbone to run their program as it provides the necessary tools for them to scale the program efficiently.

“Net Communities’ ad inventory boasts the U.K.’s most connected readers, seeking out news on the latest trends in bleeding edge technology, but each of our verticals have needs unique to their specific audience and introducing Brand Talk native ads program allows marketers to engage in new and compelling ways with this audience” said Andy Evans, chief executive and founder of Net Communities. “We were searching for a technology platform that would allow us to leverage our existing ad serving and content tools, which Polar’s MediaVoice platform does extremely well, alongside meaningful reporting capabilities.”

Recent campaigns on ITProPortal saw a significant increase in both interaction time and click through rates seen with traditional banner advertising.

“Net Communities’ breadth of prestigious clients looking to initiate native advertising campaigns is a testament to their complete company ethos. Their editorial team has kept a finger on the pulse of the UK technology world, while their operations team has created a backend and inventory network considered a must have amongst Europe’s premiere tech marketers,” said Polar chief executive officer, Kunal Gupta. “We are proud they’ve chosen our MediaVoice platform to scale the delivery of their native ads program across the portfolio of sites they own and represent.”

The adoption of native advertising across the market is encouraging. eMarketer predicts digital sponsorship ad spending will increase to $2.3 billion in 2014, an increase of 20 percent over the previous year. Now more than ever, publishers need an experienced partner that can help manage this rapidly growing revenue stream, and many have found it with Polar and their native advertising platform MediaVoice.

Net Communities, a UK publisher, sales representation and advertising solutions provider represents not only the ad inventory of its own premium B2B sites including ITProPortal and Technology.Info, but also the U.K. ad inventory of other premium publications such as Business Insider, The Next Web, and Mashable executing campaigns for Lenovo, IBM, Microsoft and many more technology and lifestyle advertisers.

To learn more, visit netcommunities.compolar.me - To book a campaign, get in touch with your dedicated sales manager or contact us on sales@netcommunities.com or +44 (0)20 7291 0770 to find out more. To see a demo of MediaVoice, Polar's powerful native ads platform, click here.