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Scoop.it!
The media constellation has become increasingly fractured. The Web produced the initial fissure, but mobile created new cracks in the landscape. Today, no single medium earns more than 45% of our media consumption.
How can you solve this problem? Social media offers a solution.... 
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Scoop.it!
Articles in a series on Mashable.com called “What’s Inside” looked for all the world like the hundreds of other articles on the digital media site. But journalistically, they were something very different. The articles, about technology topics in a wide variety of products, including modems and theHubble Space Telescope, were paid for by Snapdragon, a brand of processor chip made by Qualcomm, and the sponsor of the series. Most were even written by Mashable editorial employees. An article on Google Glass technology was shared almost 2,000 times on social media, indicating that readers may not have cared, or known, if it was journalism or sponsored content, although the series was identified as such. Advertisers and publishers have many names for this new form of marketing — including branded content, sponsored content and native advertising. Regardless of the name, the strategy of having advertisers sponsor or create content that looks like traditional editorial content has become increasingly common as publishers try to create more sources of revenue....
Jeff Domansky's insight:
Not everyone likes the new direction of native advertising or brand journalism. See Andrew Sullivan comments at end of piece.
Robert Kempster's curator insight,
April 9, 2013 11:00 AM
Worth knowing for anyone that has interests in online marketing and or blogging. |
Scoop.it!
Marketing forecast? Sunny with a chance of burritos...
Who said content marketing isn’t fun? A recent Adweek story looked at three companies, including Taco Bell, who are buying real-time, mobile ads based on the weather.
Twitter and The Weather Channel were quick to recognize the growing revenue possibilities in mobile marketing. They announced a deal to create custom content based on the weather and sell it to eager marketers....
Jeff Domansky's insight:
The key question in traditional and social media soon will be: "How much sponsored content is too much?"
Scoop.it!
Wow, that was a cool ad” is not something I say often. But I was recently browsing Wookiepedia, a Star Wars Wikia site, and when I clicked an external link it popped up a half-screen interstitial for 15 seconds before redirecting me to my destination. Instead of cluttering its site with more ads, Wookiepedia let me bounce around internally for free, but “charged” me to leave. And I was impressed. Advertising is the lifeblood of the consumer Internet. It finances content and utilities so they can be free and widely accessible. But too much advertising and the user experience degrades. No one wants to sift out value from a sea of marketing. Exit traffic ads seem like an elegant solution....
Jeff Domansky's insight:
Very innovative approach to social advertising. Basically, it's like the consumer browses and then serves up an ad when they leave the website.
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A new report from BI Intelligence analyzes: "the state of social media advertising and where it is heading, offering a comprehensive guide and examination of the advertising ecosystems on Facebook and Twitter, offer a primer on Tumblr as an emerging ad medium, and detail how mobile is an important part of this story as mobile-friendly as native ad formats fuel growth in the market."
The overview gives you a good introduction and the links to numerous reports cited are invaluable for marketers, PR and content pros. Recommended reading.