How Google Is Killing Native Advertising

How Google Is Killing Native AdvertisingNative advertising has been one of the hottest advertising topics of 2013. According to a recent survey, the majority of publishers now offer or plan to offer native advertising programs.

Two months ago, I examined the performance of more than 300 BrandVoice articles on Forbes, one of the most established native publishing platforms for B2B marketers.

One of the key reasons, however, is the surprising part. Google. [Read more…]

B2B Native Advertising: Does Forbes BrandVoice Really Work? [Research]

forbes-brandvoice-logoNative advertising, and more specifically native content publishing, is hot.

Nearly every major publisher already has a program or is working on one. It shouldn’t be a surprise, as marketers increasingly turn to content, publishers need to offer solutions to promote and distribute that content.

For B2B marketers, the Forbes BrandVoice program is one of the original and most established programs. BrandVoice marketers are able to publish directly on Forbes, presumably gaining access to an audience far larger and more valuable than what they could reach on their own.

But do native advertising programs that let marketers publish directly on a media property distribute content effectively? Do they really get the benefit of the media company’s audience? To find out, I gathered data on more than 340 articles, 15 marketers in the Forbes BrandVoice program and 3 Forbes staff writers. [Read more…]