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Jun 02, 2016

The Trends

The Trends

If you’ve been living under a Wifi blocking rock over the past few years, you may not have heard the buzz about native ads. Otherwise, you probably have been made forcibly aware of their pervasive presence in the marketing world.
If there is ever a fine example of native advertising, it’s Buzzfeed. We mention them often on this blog, because of their name brand recognition and their pioneering, or rather, genre epitomizing efforts in native advertising. Reportedly raised from $250 million from to a $1.5 billion valuation, Buzzfeed is both a profitable and growing media phenomenon. And the money is there too for advertisers. Revenue went up threefold for the giant outlet of news and culture in the first half of 2014.

What is Buzzfeed doing in response, you ask? Why, more articles of course. The thing which put Buzzfeed on the map, took them to the dance, is what Buzzfeed is sticking to going forward. But what is it that has prompted this staunch backing, this doubling down? More of a good thing isn’t always better, of course, but for Buzzfeed to double down on editorials also means they’re doubling down on editorials with a little disclaimer ribbon- the sponsored advertorials. Not only is Buzzfeed known for its style of information presentation, it’s also known as one of the largest markets for native advertising on the web, and that digital footprint is only about to grow. While some signs of decline threaten sites like Buzzfeed on a year-in year-out basis, one thing has become clear- sites like Buzzfeed can’t, won’t, wouldn’t dream of getting off the Native train. And why would they?

 

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