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Research shows Native Ads work, while Facebook runs further from true social | Social You Should Know

Jim Tobin.
By: Jim Tobin  |   August 23, 2014  |   View Comments

Native Advertising Performs As Well As Real Editorial

New research this week shows that consumers are 68% more likely to share native ads than display ads and 53% more likely to absorb native ad messages. This comes on the heels of another study this week that found that 33% of users trust editorial content, while just 35% trust the publication’s own content. Also, more readers (18%) distrusted the publication’s content than distrusted branded content (15%). The best native advertising, of course, is good content that adds value to the reader, so in order to keep these numbers high, we can’t pollute the native stream with bad content.

Facebook Increases Ad Frequency

Anyone who has worked in advertising knows that reach and frequency are the two variables to adjust to increase ad effectiveness. Facebook is now allowing brands to show an ad to non-fans twice in a given day instead of just once. Of course, bad ads will be punished twice as often, with comment streams filled with angry users who hate the ad. Good ads, however, have a chance to thrive.

Vine (Finally) Allows Video Imports

One of the challenges marketers have had with Vine is getting an approved video into the system. It’s been such a problem, in fact, that only 9% of marketers use Vine. But now, your six-second video can be made off the platform, shared around for sign-off from brand, legal, etc. etc. and then imported into the app for distribution. Not sure what took Twitter so long to add this to their video service, but it’s a welcome addition.

Finally, as we go into the weekend, know that Snapchat is considering serving mobile ads in platform, which has some marketers scratching their heads. Taco Bell isn't waiting, however, using the network to promote their new dollar menu.


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