As the usage of ad-blockers continues to rise, publishers have been trying out various methods to persuade users to turn them off. Now the Washington Post is trying a new instant-loading ad product that it believes will deliver a better user experience. The new ad product, named Fuse, offers in-article banner ads that instantly expand into near-fullscreen, interactive pop-up ads when they are clicked. The Fuse ads are “pre-cached” and hosted by the Washington Post, so they will have significantly less latency in rendering than most digital ads, especially on mobile devices. Upon launch, the Washington Post has limited Fuse ads to sponsored content, but says it will be expanded to display and video ads soon.
What Brands Need To Do
This new ad product offers an example of how publishers are trying to deal with the rise of ad-blocker usage by improving the ad experience. More importantly, the Fuse ads point to a workaround for full-page interactive ads that are usually oversized and take a long time to render, providing a way for brand advertisers to engage with interested consumers without losing them due to a lagging ad experience. Therefore, brand marketers need to work with publishers to try out fast-loading ad products to make sure their ads are actually being delivered in a consumer-friendly way.
For more information on how brands can fight the increasing usage of ad-blockers, check out the Ad Avoidance section in our Outlook 2016.
Source: Wall Street Journal
For its September issue, Elle magazine launched a Shop Now program that uses proximity technology to send readers location-based notifications and value offers. As Elle readers select their favorite brands in its fall collection within the ShopAdvisor app, they can opt to receive notifications when they are within one mile of the retail locations that carry those brands .brands’ retail locations. And if they choose to visit one of the stores carrying items featured in Elle’s curation, they will receive a digital coupon via RetailMeNot’s app powered by in-store beacons from Swirl. By leveraging editorial curation into push notifications, the magazine helped drive 500,000 in-store visits over a five-week period.
What Brands Need To Do
Elle’s early success with the Shop Now program points to the promising possibility for publishers to use proximity technology to move readers down the sales funnel. For brands, working with publishers to ensure a feature in such curations can help their products stand out among competitors. By joining forces with publishers, fashion, CPG, and other brands can leverage the publisher relationship to a partnership with retailers and app owners with reach beyond what they get from their own apps.
Read original story on: TechCrunch
Facebook introduced an update to its news feed algorithm that will prioritize posts from real people over those by brand pages and publishers. For some brands, reach stats and click-through rates on Facebook reportedly went down almost immediately after the changes were implemented on Tuesday; however, it is still too early to tell exactly how much impact this new tweak will impact brands’ efforts on Facebook in the long term. As competition for limited attention grows, brands have to work harder to produce entertaining quality content that people want to see in their feed.
Read original story on: The Verge
Following yesterday’s announcement of opening up its Messenger app, Facebook continues to expand its reach into web content. The social media giant is reportedly in talks with several renowned publications, including Buzzfeed, National Geographic, and The New York Times, to post their content directly onto the site, with the ad-revenue from such Facebook-hosted content shared with original publishers. While this could result in better distribution and easier access, it remains to be seen whether publishers would be willing to give up control over their original content.
Read original story on: AdWeek
Elle magazine wants to bring front-row seats at fashion shows to it readers with the help of virtual reality. The magazine is reportedly partnering up with VR-movie company Jaunt to produce a 360-degree photoshoot that offers a close look at the spring collection of premium denim brand 7 For All Mankind. The finished content will be released for VR headsets via its website within this month. As more and more brands start to experiment with VR technology, we expect to see more collaborative efforts like this pop up.