Initial research studies on the impact of native advertising on news Web sites show that three factors exert an important influence on the success of this form of advertising. These three factors are the number of articles read, the degree to which the content is found to be interesting, and the credibility of the articles.
As such, these are the most important lessons drawn for marketers who are considering native advertising.
Everyone is considering native advertising nowadays.
Native advertising is the buzzword among marketers today. Brands use native advertising to communicate through editorial content without explicit exposure to an advertisement. The articles are integrated in the content of the medium but separate from the journalistic aspect.
Advertisers immediately wanted to gauge the impact of these campaigns.
How do you measure the impact of advertising that is not explicitly visible?...[more]
29 February 2016 · By Hafizah Hazahal
As mobile penetration reaches 80% of the world’s Internet users and connection infrastructure gets better, more people have started using mobile over desktops to access the Internet.
According to We Are Social, mobile-driven Web traffic grew exponentially from 0.7% of total Web pages served to mobile phones globally in 2009 to 33.4% in 2015. Google has also confirmed that there are more searches now on mobile than on desktop in 10 countries, including the United States and Japan. This could be due to the fact that mobile devices are at closest proximity to users most of the time.
“Atomisation” of content and the appeal of social ......[more]
04 January 2016 · By Ivan Tan
The marketing word of the moment has been “e-commerce.” Indeed, e-commerce has had a stellar performance and warranted such attention.
The top performing e-commerce companies achieved a monthly revenue 329% higher than other companies by the sixth month of business. Throughout the market, e-commerce is slated to have an annual growth rate of 15% until 2018, according to RJ Metrics.
This growth may have been fueled by the prevalence of smartphones and tablets: At least 90% of consumers own at least one device. Many brands have been filling up cyberspace, jumping on the e-commerce bandwagon.
The result, given the speed of e-commerce development, is that certain markets are already approaching a saturation point.
What does this mean for the luxury market?
Fortunately, it seems that the luxury e-commerce market may not be facing this situation anytime soon. Despite e-commerce’s brilliant report card, the luxury market has been slow on the uptake.
According to McKinsey & Company, in 2014, online sales represented only 4% of total luxury sales. This may be because some brands believe that luxury shoppers would not buy expensive things online, preferring to ......[more]
22 December 2015 · By Rachel Cheong
Content marketing has become an increasingly significant component in the digital marketing mix. In a highly digitised world, marketers are confronted with the task of marketing to a Millennial demographic with unprecedented appetite for content consumption in a fragmented media environment.
While a handful of brands have seen success in establishing an audience that advocates on its behalf, most brands still struggle with lacklustre engagement, stagnating follower growth, and limited organic reach on social media channels.
The truth that many brands don’t realise is that content marketing is more about the content than the marketing. It’s about providing content that resonates with consumer interest. Content that is convoluted with product messages or laden with sale pitches rarely translates into a dedicated, engaged following.
The key to building an audience lies in the value exchange. People don’t mind consuming product content if it’s relevant, informative, insightful, or entertaining. This is where we can learn a thing or two from the veterans of publishing that have long mastered the delicate act of balancing readers’ and advertisers’......[more]
07 September 2015 · By Ilse Peeters
Young people are the most likely to download mobile apps. They also spend lots of time every day on mobile media, which gives advertisers good reasons to broaden their advertising campaigns to mobile platforms such as news apps.
This approach has been met with success. The first impact measurements of campaigns on the mobile news Web sites from Het Laatste Nieuws and De Morgen show that these campaigns do better in terms of recognition and attribution than the average online campaign. The impact of these mobile advertisements is ......[more]
13 July 2015 · By Erik Grimm
In the early years of the Internet, media professionals were very optimistic about online research. On the Internet, everything would be measurable. The possibility of passive measurements would make a proper audience measurement a piece of cake.
By now we know better. And we think back with sympathy to the times media behaviour could be measured through questionnaires alone.
When setting up the first edition of online audience measurement, this euphoria was quickly gone. The measurement of unique devices (browsers) was not difficult. But how do you create a good reporting of the number of people visiting a site or page?
Setting up a representative panel was hard enough. How do you find people who ......[more]
08 July 2015 · By Irene Fogarty
IrishTimes.com hosted an innovative fundraising campaign for Trócaire (the overseas development agency), highlighting awareness of unequal global access to clean water. Trócaire’s campaign focussed on Malawi, where drought and poor access to water characterise the majority of rural communities.
The campaign proved a huge success with our visitors, underlining the benefit for charities that engage online visitors with unique and creative sponsored content.
The campaign took the form of an interactive story, driving our visitors through different narratives based on their decision to donate or not. Readers could witness the positive effects of donating by clicking on one button. Conversely, clicking on a button and opting not to donate brought visitors through the difficulties ......[more]
30 June 2015 · By Gloria Arlini
Having survived multiple death pronouncements at the turn of the digital era, magazines have proven their resilience by evolving into a multi-platform content provider, or what is better known today as the magazine media. But there are lingering doubts about the efficacy of magazines in the world of multi-screens and mobility. What relevance can a predominantly print medium have in an era of hyper-connectedness, regardless of how much it has evolved?...[more]
18 March 2015 · By Gloria Arlini
“The Great Chinese Exodus” and the luxury marketers’ conundrum
There is something brewing in the Orient — something that will radically change the population demographics of many key cities in the world.
This means about 1.9 million affluent Chinese individuals are uprooting – what The Wall Street Journal calls The Great Chinese Exodus – in search of the Promised Land that offers quality education, less polluted air, and better food safety standards.
With their extreme wealth (totaling US$3.8 trillion, according to World Wealth Report 2014) and potential spending power, this demographic shift creates ......[more]
02 March 2015 · By Ilse Peeters
For publishers of news brands, it is essential today to demonstrate that their news brands are more than just hard copy newspapers. The readership of a “newspaper brand” is more than the readers of the paper version alone; it also includes the readers of the digital newspaper, the Web site, and the app.
But how do you prove to advertisers that this change in news consumption also offers new opportunities? It is almost impossible to demonstrate this on the basis of the current readership studies (such as from the National Readership Survey), as these studies are not yet adapted to the new reality of news consumption.
The frequency with which readership figures are accessible for the market is also different for each medium. Readership figures for printed media are published twice a year in the national readership survey on the basis of progressive averages, while the visiting rates for Web site and mobile report daily readership.
Combining these different currencies has ......[more]