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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!
This past winter, Ace Hardware tested location-based mobile ads before and after snowstorms to pitch items like shovels and de-icers. Buoyed by the results—and underscoring how brands have begun using the weather to target on-the-go consumers—it now plans to buy mobile ads when the temperature is optimal for green thumbs to get planting, hoping they'll need the retailer’s fertilizers and other garden products.
"We want to reach folks in real time and help them deal with the weather as it's coming," said Jeff Gooding, Ace’s marketing director. "The idea of helping has traditionally been part of our brand, and it’s becoming a part of our mobile strategy."
Sensing a chance to nab more ad dollars, Twitter and The Weather Channel (TWC) last week announced an agreement centered on a new weather-based ad-targeting product. Twitter says that 60 percent of its massive audience derives from smartphones—where users will be seeing Promoted Tweets thanks to the TWC deal.
And based on certain forecasts, Taco Bell, Seamless, Delta (airlines), Farmers, Goodyear and others have fallen in line with Ace Hardware, targeting nearby consumers via mobile ad networks such as MoPub and Jumptap and—in a lot of cases—TWC's popular smartphone app....
Jeff Domansky's insight:
Sunny with a chance of burritos? Who said marketing isn't fun?
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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.