Learn about Native Ads

Recently, I attended a Marketing  Event  where,  I had the opportunity to interact  with  the industry peers and one of the topic we discussed was,  Native Ads. To my surprise only few had  little awareness of what Native Ads  are, but most remained clueless . Hence I thought  Native Ads would be a  good topic to blog…

So, does the name Native Ads sound new to you? Even if the answer is Yes,  You have most probably used it in the past or presently using it because an SEM/Paid Search ads are technically categorized as Native Ads

So what is a Native Ad? An ad which has the same look and feel as that of the editorial where the ad is located. That ‘s why it is called as Native.Some also argue that apart from Look and Feel, even the content of the Native Ads should be relevant to the editorial where the ad is located

Native ads have been long criticized for misleading users, as it is hard to differentiate them from the actual content.

Most commonly used Native Ads will fall in to any of the below categories:-

  1. In- Feed Units
  2. Paid Search Units
  3. Recommendation Widgets
  4. Promoted Listings
  5. In-Ad(IAB Standard) with Native Element  Units

Here are some examples of Native Ads:-

Best example of a Native Ad is the below Ad from “Datingfestsg”on asiaone.com.  Here the users has to click on “Move forward/backward” button to access the content. When the users move forward/backward  to read the latest news, an ad appears just like another content. And moreover the ad is strategically placed between two actual content to decive the user



Asia One-Native Ad


Sponsored listing on LinkedIn:




Here is a video on Native Advertising

Recommended: Download IAB’s Playbook on Native Advertising


25. January 2015 by Geek
Categories: Digital Marketing | Tags: | Leave a comment

Twitter’s Army of Ads

Not a fan of Twitter, hence I somehow lost attention to Twitter ads after I first came to know about Twitter Ads in 2010. The renewed interest on Twitter happened just yesterday when I was doing my regular routine of checking industry articles and one article was about Keyword Targeting in Twitter, this generated interest and curiosity to know more thus giving me an opportunity to Blog about it

Key Points:-

  • Twitter ads are still available only in selected countries. For Asia it is available in Singapore & Japan and in pacific you could target Australia and New Zealand
  • Type of Twitter ads:-

Tweet Engagements: To reach more people and drive conversations. You will be charged for re tweet, replies, favorites etc


Tweet Engagement


Website clicks or conversions: This works like an online Display Ad that Clicks through to your      website. Pay for the clicks


Web site clicks

App Installs or App engagements: Get people to install or engage with your Mobile app. Pay             for clicks to install or Open your app



App installs

Followers: Grow your community. Pay for the followers. Here you pay only once for the follower, but can target your followers with your tweets as many times as you would want to




Leads on Twitter: Collect emails of your audience. Pay for the leads




Custom Campaign: Use the Old promoted tweets

  • Tailored Audience: I like this feature. Alike facebook Custom audience, twitter offers Tailored Audience; with this you can specifically target people that are important to your campaign using your own data such as email, Mobile No, Twitter usernames, twitter user Ids, Mobile advertising ids.
  • The platform allows you to generate code snippet to track conversions and also to remarket
  • Besides this you can target: followers of specific User names, Categories, Keywords, devices, languages, Gender and Location
  • You can also target TV audiences who engage with TV programs in a specific Market. But this option is not yet available for Asia
  • Bid Price was between: SGD 1.50 to SGD8.80. For Lead Campaign Bid range was between SGD5 – SGD20/lead

I’m particularly attracted to:-

  • Tailored Audience: As a B2B marketer this option is particularly promising.  Business can use their Customer Database to Target their customers on Twitter
  • Leads Campaign: Run lead based campaigns and pay only for the conversions. However Bids for Leads based Campaign slightly higher
  • Followers Campaign: Once you gain your followers, you can optimally engage your followers as long as they follow you

eMarketer forecast shows that, Twitter User share is witnessing the widening Gaps between the Regions and Asia Pacific is in the lead

Twitter User Share - 2014

This gives me the hope to conclude that Twitter might soon roll out advertisement to all other Countries in Asia to make it more appealing to the Regional Marketers

07. January 2015 by Geek
Categories: Digital Marketing, Social | Tags: , , , | Leave a comment

Another Digital Media Prediction for 2014

Tried summing up some of the predictions/forecast that I see for 2014 in Digital Media Industry

=Social  – Hardware – Data Analytics – Smartphones =


a) User Generated Video:- Format of the content that users generate on social media is shifting. We have seen in years the content progressed from Text to Pictures now it is Video.With the launch of Instagram video and Vine, I could expect User generated Video is set for a steady rise..



b) Social Web Chat Applications:- Already this space is crowded with players like Whatsapp, Wechat, line, Kakao, Groupme thus making chat conversations way too interactive and interesting.Now most of the services started to offer free video calls this space is set to become more competitive thus we could expect future chat conversations to be even more interesting




1. Wearable Gadgets:-

a) SmartWatch:- This is definetly going to be an interesting one. We have seen the launch of various smartwatches in 2013. Speculations about Apple launching its own smartwatch and google joining on board too we can expect an action packed 2014




b) Google Glass:-Also another significant to watch out for is public launch of Google Glass.Birdy close to Google says, the app market place of Google Glass already has more than sufficient number of Apps developed, so it is almost in the final stages to be launched.Also China’s Search Engine Giant Baidu confirming chinese version of Google Glass known as “Baidu Eye”

So 2014 will mark important for Wearable gadgets, however too early to say how marketers can leverage these platforms unless we know the adoption rate and usage pattern



2. Phablets/Tablets:-

Industry have seen emergence of different screen sizes of tablets/phablets to suit different users. I see this trend to continue in 2014







Every Year we talk about Big data and its use in a big way, but 2014 will be a key year how marketers leverage the data intelligence that is available and transform into actionable items.I reckon the industry has come a long way in Digital Data Analytics, be it ad analytics, site analytics.I remember when I started off the industry merely a couple of metrics were recorded but now we talk about viewable impressions and optimized media planning based on attribution modelling, programmatic buying to DSP to user click stream on site.Yes the industry indeed has come a very long way.Players like Google offering Tag Management for free, Advertisers are encouraged to accept more third party tags to capture more insights for actionable items to optimize

So as someone said on the internet, 2014 we expect the profile of a Data analyst to become more of a Data activist




I am compelled to included Mobile is due to penetration of smartphones skyrocketing and ever increasing consumer mobile spend time , Mobile will be under spotlight in 2014 as well




Should you have any thoughts to add to it, please leave in the comment section below

03. January 2014 by Geek
Categories: Analytics, Digital Marketing, Gadget, Social, Technology | Tags: , , | Leave a comment

Why Blocking Third-Party Cookies Is Good For Google And Facebook

A different perspective on the current issue of blocking 3rd party cookie data by Mozilla..However Mozilla announced yesterday that it is postponing its controversial 3rd party cookie blocking and considering a new alternative called Cookie Clearing House(CCH) which is nothing but a list of websites for whitelisting and blacklisting, thereby the browser will know what cookie to allow and what cookie not to allow..

It is important to note that safari(Apple web browser) has launched similar feature in 2007, but failed to create much ripple due to its lower web browser market share however firefox is among Top 3 web browser just below chrome & IE, hence it is creating noise.

Below you will find the article from the adexchanger, it will throw more light not just on the current issue but to understand what is 1st party/3rd party cookie and its implication.Hope you will find the reading useful

Courtesy: Adexchanger

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Mitch Weinstein, Senior Vice President of Ad Operations at UM.
In light of Mozilla’s announcement that it will block third-party cookies on an upcoming version of Firefox, the buzz around first-party data has skyrocketed. If more and more third-party cookies are blocked, first-party data will grow increasingly important, giving players with access to first-party data a distinct advantage — and potentially changing the way ads are served in the near future.

The definition of first-party data, of course, varies depending on one’s role in the industry. If you are a publisher, first-party data is the information collected on your site through visitor traffic and registrations. If you’re an agency, first-party typically refers to the client’s data, sometimes collected through visitation to the brand site and sometimes through offline methods such as a CRM database. And if you’re an ad network, exchange, or DSP, it could be either one. When agencies and sales reps get together, they have to clarify what they mean by the term “first-party” to avoid misunderstandings.

Some agency ad platforms have been serving from a first-party perspective for several years now. In those cases, when ads are served into a publisher’s site, they are called from the client’s domain instead of the ad server domain (e.g. client.com vs. doubleclick.net or atlasdmt.com). If ads are served from a client’s domain the user has previously visited, those ads are considered first-party content to that user, which means the ad server would be allowed to drop cookies on a future Mozilla browser without the user’s explicit permission.

For advertisers that receive a high volume of traffic, this technique can be effective, but it doesn’t work as well for those with very little visitation. Ad serving platforms like TruEffect are basing their entire business model on this concept.
However, ads don’t necessarily have to come from the client domain to be considered first-party. Mozilla defines first-party as web content with which users have “meaningful interaction.” So as long as someone has visited a company’s site, or clicked on its link, that company’s URL would be considered first-party for that person.

Now think about two of the biggest agency-side ad servers: DoubleClick and Atlas. Google owns one; Facebook recently bought the other. How many of us have visited a Google property and Facebook in the past 30 days (which constitutes “meaningful interaction”)? Pretty much the entire Internet universe, which means these two tech giants will get to consider almost everybody first-party. In this scenario, all DoubleClick and Atlas cookies would be allowed to pass through the browsers’ defenses, even if third-party cookies are blocked by default.

This gives DoubleClick and Atlas a distinct advantage to drop cookies (and thereby collect data) over all other ad servers and data providers. In contrast, few people would be considered first-party to Bluekai, Targus, Exelate, etc., because very few people have visited those sites. Those cookies would be blocked, and those companies would have no way of tracking and collecting the data that makes their businesses so valuable. But DoubleClick and Atlas could track all day long, without any hindrance from Firefox or any other browser that blocks cookies.

Currently, DoubleClick serves from a doubleclick.net domain, and Atlas from an atlasdmt.com domain. In order for them to successfully engage in first-party ad serving, they would each need to change the domain name of their ad servers and run ads from Google.com and Facebook.com, respectively. This is obviously a nontrivial amount of work, both from a technical and a business standpoint, but it could pay off in a big way down the road and provide Google and Facebook with a huge advantage in terms of data collection, targeting, and analytics. Unless, of course, someone discovers a better way to track without using cookies.

20. June 2013 by Geek
Categories: Technology | Leave a comment

Viewable Impressions – Infographic

Came across this good infographic on Viewable impressions. Hope you find this useful

The State of Viewable Impressions



14. May 2013 by Geek
Categories: Technology | Tags: , | Leave a comment

Calculating average post engagement rate on FB & Twitter


29. April 2013 by Geek
Categories: Analytics, Social | Leave a comment

Marketing Automation

It is certainly been a while since I updated my blog. I am seriously hoping to make blog update as regular as I could. So my first post in 2013 is Marketing Automation.The reason I chose Marketing Automation is, it is something I am presently working and it is a new territory for me so thought I could share some of my learning here

What is Marketing Automation?

Simply put, Automating your Marketing activities with the help of software is Marketing Automation.

What kind of Marketing Activities can it Handle?

1.Sending out Marketing communications( eDM & DM(triggers your Marketing team to send out DM))
2.Triggers your Telesales/Indoor sales Team to Engage prospect/Customer
3.Integrates with your Customer/Prospect Database and help you segment the Target Groups
4.Set ups Call cycles for your sales teams to follow up
5.Provides analysis/analytics for you to optimize/manage the campaign

1.Integrates offline marketing with Online marketing
2.Abitlity to engage the TG during the full conversion cycle
3. Particularly helpful for B2B as its sales cycle is usually long, so the tool helps you effectively manage the longer sales activities
4. And much more….

Some of the popular Tools:-
2.Aprimo Campaignpro

Please do research online to know more about Marketing Automation

15. April 2013 by Geek
Categories: Digital Marketing, Technology | Tags: , | Leave a comment

Social Media Landscape 2012

Useful infographic for you to understand players in Social Media landscape. And the author has a good written on this topic, do kindly visit the link mentioned below. Cheers!

Courtesy: Fredcavazza

06. September 2012 by Geek
Categories: Social | Tags: | Leave a comment

How do people spend time on the Internet – Infographic

Quick Share: Came across this nice infographic thought it is interesting enough to share. Hope you find this useful.

How People Spend Their Time Online

03. September 2012 by Geek
Categories: Analytics | Tags: , , | Leave a comment

facebook Sponsored Ads – a new phase begins

Post IPO and it is downward trending, facebook is taking all measures to ensure that its shareholders sticks. Such recent measure is introducing a new ad type called sponsored search ad .



How it works is when you search say people, App, Pages, the sponsored Ad would be shown on top of the listing (refer to the below screen grab).

(Pic Courtesy : MarketingLand)

An option to close the ad is available. facebook says advertisers also have an option to target this ad by demogrpahics, Interests/Likes, Connections. The ad is available through CPC model unlike Google/Other SE and you cannot buy based on Keywords rather based on entities as mentioned above. You can access this Ad through facebook Power Editor (imagine something Similar to Google Ad Words Editor).

I am still not sure if advertiser can target users searching for their competitor Pages/Apps or facebook has any policy to prevent it? This would be an important discussion because every marketer spends good size of money to maintain their Page and to sustain their fans and would not be happy to see competition eating up traffic through this ad type easily. Some of the notable advertisers who has debut Sponsored Search Ad are Disney, Zynga & Match.com

This Ad type again is not completely social as it diverts the company’s advertising USP of social elements in the ad. However this is not first time facebook introduced such an ad, in the recent past facebook also released a Logout ad which does not have any social element in it too(as shown below).

I am sure the phase facebook going through is definitely challenging and we can expect many such advertising opportunities from the social powerhouse in the days to come

29. August 2012 by Geek
Categories: Digital Marketing, Social | Tags: , , | Leave a comment

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