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Posts tagged with Vice

Snapchat adds deep linking but should publishers take the bait?

Earlier this year, Snapchat launched Discover, "a new way to explore Stories from different editorial teams."

Today, Discover, which counts major publishers like CNN, Hearst, Comedy Central and Vice as content partners, looks like it may be one of Snapchat's most consequential product offerings.

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emperor

Native advertising: The emperor's new clothes?

Great native advertising cannot be automated.

To think about selling on a CPM basis and defining native advertising as simply a question of format, rather than content, is wrong.

The value of a native ad campaign resides in the quality of the content, therefore the engagement with the piece - and that's more than just a click, it's time on page and a share count (and potentially an associated action).

At the IAB Content Conference, I listened to a number of speakers with interesting angles on native advertising.

Here I'll share Nick Bradley's (Northern & Shell) healthily sceptical view of native, including (more positively) some examples of native advertising done well.

For a full intro to native advertising see the new Econsultancy report, Native Advertising: What it means for brands and publishers.

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