Content Discovery and Native Advertising tools - Technology Report

January 27, 2014
We’ve been saying it for years now: What’s the point of creating great content if no one knows about it? If you aren’t going to promote it, your audiences will very likely never discover it—and you will have wasted the resources to create it. New tools on the market help marketers get their content out to more places on the Web—places where audiences are already interacting with like-minded brands—to generate engagement that will (hopefully) result in more buyers, supporters, community members, etc. These tools include: • Content Discovery Tools that help publishers by presenting semantically related content to online viewers (e.g., if you like this article, then you might like this article) and create ways for marketers to get their content “discovered.” • Native Advertising Tools that provide opportunities to feature promoted (i.e., “sponsored”) posts in social media feeds or place long-form content contextually across a network of publishers’ websites. From the marketer’s perspective, all of this is part of a promoted content strategy—and there is no doubt that it is one of the most disruptive ar eas of content marketing today. Traditional publishers are experimenting (some might say struggling) with various models of native advertising. Social media sites, in some cases, are betting their business models on the idea of seamlessly moving “promoted posts” into the audience’s stream. Advertising companies are launching new “Google Ads for Content” types of models, where “related ads” for content appear seamlessly integrated into publishers’ editorial. How To Read This Report The profiles in this report are based on hour-long briefings that Content Marketing Institute conducted with the following vendors in late summer 2013: Movable Media Nativo nRelate OneSpot Outbrain Taboola Zemanta We have undoubtedly missed a few players in this initial report, and we will add and remove companies in subsequent versions. But for now, those featured in this report are the companies we at Content Marketing Institute are presently seeing most frequently in the marketplace. We have purposely not ranked any of the solutions as “better” than any other because we are not looking to “grade” them. Rather, our goal is to provide a clear sense of what each solution provides and assemble a coherent stratification of the market for purchasers, investors, and those generally interested in understanding this space. Nothing in the profiles should be read as a tacit endorsement or particularly pointed critique of any particular solution. Our aim is to provide an unbiased examination of the tools without making any particular judgment as to their overall value.
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