Native Advertising/Sponsored Content

Native Advertising Platforms for Publishers Overview

Publishers are moving in droves to native advertising models to drive revenue in the face of falling CPMs from traditional display banner buys. Options for publishers to capture programmatic native advertising revenues at scale and still deliver relevant content for readers are available. Here is an overview of some of the key native advertising platforms for publishers (taken from the Native LUMAscape chart) with some brief notes and key stats for each vendor. Native Advertising Platforms Overview OpenX Native Exchange…
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Setting up a Direct Native Ad Sales Process

Here are some tips, best practices and processes we’ve used to set up a scaleable, direct native ad sales business that works for publishers, advertisers/sponsors, and readers: Editorial Content Hurdle: The most important point is that the editorial staff has final say over what gets covered and published.  It needs to be a product they believe in, a fit for the audience, and in the style and tone of the rest of the content on the site. Reject products that…
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Expand Your Digital Ad Sales in the US with an Ad Rep Firm – Go Beyond Adwords

For web publishers looking to monetize their audience and traffic, the game has definitely changed over the years. For anyone relying on Google Ad Words or other forms of display banner ad revenue through ad networks or exchanges, the long term trend for CPM’s has obviously been steadily declining. Plummeting click through rates (CTR) have made tying back ROI very difficult for direct marketing advertisers, pushing CPM’s down. Larger advertisers with bigger budgets and branding and awareness goals are still…
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FAQs and Best Practices for Tuts+ sponsored content

FAQs and Best Practices for Tuts+ sponsored content

How does it work? Tuts+ partners with brands to create and promote educational content in the areas of Web and Mobile App Development (Code.tutsplus.com), WebDesign, Design, and Photography. There is an editorial review process - the sponsor, product and proposed topic must be relevant, high quality and appropriate for the audience, and original and exclusive to Tuts+ Overall, a good sponsored content program must be: • Educational for the readers, and marked as sponsored content • Consistent with the tone…
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Effective Web Developer Marketing Strategies and Tactics

Effective Web Developer Marketing Strategies and Tactics

Web Developers are a notoriously difficult group to market to (some call it “B2D” or Business-to-Developer). Whether they identify as coders, programmers, “brogrammers”, devs, app builders, etc., as a group they are: very skeptical, obviously *extremely* web savvy i.e. they don’t like to give up their personal info on lead generation forms, part of the 1% that actually knows and cares what marketers are doing to cookie them, target them, remarket to them, etc. likely a higher % use ad…
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Funny and effective Native Ads?  Yes it’s possible

Funny and effective Native Ads? Yes it’s possible

Recently I started representing Vooza, an app that steals your personal data and sends it to Eastern European spammers. Ok just kidding, they are a video comic strip that makes fun of the startup world. Similar in tone and material to HBO’s Silicon Valley although they’ve been doing it in online video form for 3 years. Vooza has a big and loyal audience among web developers, designers, marketers, and entrepreneurs. TechCrunch and others are big fans too. (And yes that…
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Go Native or Die

Go Native or Die

Hat tip to the best of all US state mottos, my former home New Hampshire's "Live Free or Die". Publishers face a similar choice right now to those Revolutionaries - embrace Native Advertising or face a long, slow and painful death (lower and lower CPMs instead of higher and higher taxes and rule, but still). Strategic, Direct Approach Needed to avoid pitfalls Native Ads represent a great way to increase CPMs and develop long term partnerships with key advertisers instead…
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