Political advertising is a unique beast. It’s a months-long marathon full of building awareness, appealing for donations, fighting primary battles, and educating audiences on who you are and what you believe in. Then, after a long year (or more, given the United States’ ever-lengthening campaign seasons) the race wraps up with an all-out sprint toward Election Day as candidates and causes of all kinds pitch themselves to busy, skeptical, and undecided voters while rallying supporters to head to the polls. Just thinking about it makes us out of breath. Every election battle is fierce, but 2024 ..read more

It can entice a swipe up, a sign-up, or even a bona fide conversion. Of the many elements that your ad needs to contain, the call to action (or CTA) is one of the most important. Why? Because your CTA is what gets your audience to do what you want them to do. It will often be the first thing they see in your ad, so it has to be compelling. It needs to cut through the noise of the thousands of other ads that vie for a consumer’s attention, so it has to be memorable. And, it must communicate what action you want someone to take, so it has to be crystal clear. In the spirit of making your CTA as ..read more

Native advertising: the veritable chameleon of the digital marketing world. It’s come a long way since its inception over a decade ago, evolving into an important strategic component of digital campaigns that can effectively connect brands with their audiences. Marketers find it powerful enough that US native display ad spending is forecast to reach $97.46 billion this year, accounting for nearly two-thirds of total display ad spending. Against all the disruption and recalibration across the digital marketing industry right now, native advertising shines through as a reliable and trusted way f ..read more

Consumers have developed an appetite for dynamic content and authentic stories—they're looking to organically navigate their way to a purchase decision, as opposed to being pushed through a sales funnel. Designed to disrupt the display ecosystem, native advertising reimagines consumer connection in more meaningful and less disruptive ways. Read our Native Advertising Guide to learn more. What you'll learn:  Native advertising—what is it? What does it look like? The growth behind native advertising and best practices. How to succeed on social media. The post The Native Advertising Guide ..read more

What is Native Advertising? Native advertising is a type of paid advertisement that is designed to match the look, feel, and functionality of the site it appears on. Native advertising is an effective way for advertisers to market their products without disrupting the user’s experience, because the ads match the content the user is already consuming. Advertisers have used native advertising for over a hundred years. Some of the earliest examples include print advertisements blending in to appear like editorial content alongside newspaper articles in the 1920s and ‘30s, and brands placing their ..read more

There's no stopping the growth of native advertising: According to AdYouLike, global native spend is expected to increase by 372% from 2020 to 2025. To learn more about the opportunities available to marketers, I reached out to native advertising expert Jonathan Kim of TripleLift. Read on for his insights into the space:   Ryan Manchee: What do advertisers get wrong about native advertising? Jonathan Kim: Advertisers often bucket all native formats into a single category, but not all native is equal. The IAB’s Native 1.2 Spec was introduced in 2017 to provide guardrails and clarity around ..read more

Meet NRG Energy NRG Energy is a Fortune 500 company, operating in the United States and Canada. NRG is committed to delivering innovative solutions while advocating for competitive energy markets, customer choice, and working towards a sustainable energy future. NRG Energy + Basis Technologies In 2020, like many leading brands, NRG was reevaluating their partner strategy with their agency of record, and the pandemic only moved the process forward. NRG selected Basis Technologies to lead their digital media efforts starting in early 2020. Basis Technologies provided the right combination of hol ..read more

It was back in 2012 that native advertising first burst on to the scene as the new shiny tool available to marketers. Ever since then, adoption of the medium has grown at a steady pace to a point where it is now the dominant advertising format, accounting for 62% of all display spend in 2021 according to eMarketer. This growth is a reflection upon the changing mindset of the advertising world. As consumers today become more demanding with brands and progressively skeptical of modern advertising strategies, marketing organizations are rising to meet these challenges with increasingly intrepid ..read more

In 2021, nearly two-thirds of all digital display ad spend will be native advertising. That equates to over $57 billion, representing a remarkable 21% YOY growth. How can marketers maximize the effectiveness of their native campaigns, differentiate their brands, and rise above the cacophony of banner noise? In this month's Centro webinar, we'll be joined by Jonathan Kim, who leads Platform Partnerships at TripleLift—one of the pioneers in native advertising and a Centro partner—to look at why native continues to be a top performer and see why marketers should consider the various native format ..read more

The Story Leading cannabis vaporizer brand PAX was looking for a partner to help navigate the ever-changing regulations, cannabis ad landscape, and new inventory opportunities. ​ To meet these needs, PAX teamed up with Basis Technologies as a Media Execution client. As a result, they get the best of both worlds—a full team of world class media experts and access to the Basis platform. The Challenge The expected cannabis targeting segments are getting crowded, so it is important for PAX to find and target new audiences.​ Additionally, as a new entrant to digital adverti ..read more