The native advertising conversation continues to percolate throughout the second full week of June. Here are the top stories on native advertising from this past week that you need to know about…
Native Advertising Gets Scientific
Matt Rosenberg, writing for Digiday, predicts that native advertising could become highly specific (and highly effective) if it leverages biochemical knowledge from scientific researchers. In his article, This Is Your Brain on Native Ads, Rosenberg writes:
When people discover something new and delightful, there is a neurological reaction. Dopamine is released in the brain. TEDGlobal speaker Jason Silva recently noted, “We are addicted to novelty. … Dopamine is associated with seeking. Dopamine is that electricity when you hear, ‘Did you hear what happened?’” Biometric research done by IPG MediaLab has demonstrated the relationship between highly engaging topics and advertising.
Looked at this way, “native” is capitalizing on high engagement with discovered content. The next step would be trying to deliver this effect with other types of placements, from banners to videos to search to text ads.”
MeetMe Brings Native Advertising to Mobile Feed
Daily Finance announced that MeetMe, the odd Facebook-esque social network, has officially added a native advertising strategy to the Live Feed feature of its MeetMe mobile apps. For MeetMe, it’s no surprise to see a mobile-focus. CEO Geoff Cook adds, “Our average mobile user spends about 300 percent more time on MeetMe than our average web user each month and has approximately 40 percent higher click through rates on advertising.”
Despite having only just rolled out its native advertisement feed, MeetMe is seeing CPMs over 150% higher than traditional 320×50 mobile banners!
AOL CEO Sees Big Things for Advertising
AdWeek reports that AOL CEO Tim Armstrong is calling on his fellow digital publishers to create and adhere to universal standards in native advertising. Like many of his peers, Armstrong believes that the scalability issues that challenge native advertising will kill the opportunity for this new way of connecting with an audience.
While this stance is nothing new in the native advertising discussion, Armstrong did make some interesting comments about where he sees the future of online advertising. According to AdWeek, “The advertising market, Armstrong continued, is starting to resemble Wall Street, with real-time ad buying. And eventually, he said, it will move beyond real-time, and there will be ‘massive future markets’ where people will bet on the predicted value of ads.”
Do you see native advertising as a marketing strategy that’s here to stay?