Here are the top stories from around the world of native advertising that we’ve been following in the past week.
In a guest contributed commentary this week in Marketing Magazine, Owen Sagness, general manager of Microsoft’s Advertising and Online unit in the United Kingdom, shared his view that in-app native advertising is “the next big thing” in mobile advertising. And it’s clearly inferred that Sagness is sharing the opinion held by Microsoft at large.
If you’ve been wondering why Britain would be a good place to start your new business, a native advertising campaign recently sponsored by the UK government and created by Say Media is ready to give you an answer. They started with four videos in their “Great Business” native ad campaign including “Grow,” “Export,” “Lead” and “Merger,” with the objective of increasing confidence among those in Britain’s small business community. The videos were interesting and informative case studies that, as with all native content, were designed to create interest and get people talking.
LinkedIn is undoubtedly a social platform, but it differs from most because it is built on the premise of professional networking and has strayed away from most of the frivolous social media trends observed elsewhere. The guidelines and criteria for posting content, direct marketing, and spamming has always been strict on LinkedIn. It is also one of the few social platforms that allows members to see specifically who has viewed their profile.
What’s the best kind of advertising? Well, if you ask around the ad industry you’re bound to get the same answer again and again. The best ads are those that make people feel good. It’s something that the folks at Upworthy understand. And they understand it well enough to begin using native advertising that makes readers feel good as a means to make Upworthy some money.
Marissa Mayer, the CEO of Yahoo, arrived at the company when it was already mature and, like many of her counterparts who have done the same thing in recent years, she was very influential in pushing them towards mobile, something that the company appeared to be hesitant to do. “When I came to Yahoo one of the weaknesses was that mobile was everyone’s hobby and nobody’s responsibility,” she said at the annual 4As conference. The company now has close to 500 product engineers and managers working on mobile and “you can feel that in terms of what we’re developing,” she says.