6 Sep

Native Advertising Pioneer MGID Joins Interactive Advertising Bureau (IAB)

MGID, a pioneering global native advertising company specializing in entertainment and lifestyle publishing verticals, announced today that the Internet Advertising Bureau (IAB) has approved its application for membership. MGID plans to help IAB create best practices for native advertising within the paid media and content marketing industries.

Participation in IAB, following MGID’s recent move of its headquarters to Los Angeles, reflects MGID’s growth strategy. The firm plans to participate actively in IAB conferences and committees. Additionally, MGID will benefit from tremendous research, resources and marketing opportunities.

We’ve witnessed native advertising’s dramatic entry into the marketplace and know firsthand of its tremendous potential, but as with any new and prominent technology, it needs time to mature and become a perfect solution for publishers, advertisers and consumers,” said Sergey Denisenko, COO, MGID. “We are certain that our new partnership with IAB will enable us to make a substantial and long-term contribution into the development and standardization of native advertising.”

MGID created the technology for the first native advertising network in 2008. Since then, the agency has grown to be a global leader in the space with more than 3,000 publisher partners. MGID offers more than 50 categories of subject matter and generates more than 90 million authentic, unique visitors monthly. MGID’s proprietary native advertising content-driven platform connect thousands of websites with millions of people annually, servicing publishers, advertisers and consumers.

4 Sep

Top 7 Hardest Working Native Advertising Strategies for Publishers

People pretend not to like grapes when the vines are too high for them to reach.”

Marguerite de Navarre

We conducted an informal survey with our native advertising clients at MGID and found that 100% of our advertisers say that “publisher's quality” is the most important component for effective native advertising.

Another study by Hexagram conducted about the state of native advertising among publishers, advertisers, brands & agencies, found that 84% of publishers thought that native advertising adds value for consumers. Results of the same research state that 62% of publishers are currently offering native advertising opportunities for advertisers.

So, how to get the ripe fruit of native advertising, which is not always “low hanging?” In our experience with thousands of successful campaigns for publishers worldwide we recommend the top seven hardest working strategies for publishers that will yield effective native advertising.

1) Search for individualized solutions applicable to your business model.

Before you make a decision about a business partnership, you should clearly define what ads would be best suited for your site, including the format of advertising, its placement on your website, audience breakdown, editorial strategy, etc. When you have a vision, you should start selecting the offer. It's crucial to search for a partner who can tailor individualized solutions and define a monetization model that will align revenue generation with your site’s core editorial vision. Otherwise, it can’t be called “native” nor “efficient.” The best candidate is the one that can get a deep understanding of client's business and provide monetization solutions that might be unique to only one particular publisher.

2) Don't chase vendors who guarantee highest eCPM.

Even if the native ad vendor promises you the moon, don't buy into it that easily. The golden eCPM can last only for a limited period and usually only during the initial successful stages of the campaign. It's better to choose a vendor who guarantees timely payouts and will be able to provide native content that will work best and look organic for your website. High-profit advertising can attract a new audience by being bizarre or provocative, but in the future it will cause ad blindness and high revenues cannot be sustained. If advertising is relevant for publisher's visitors then the publisher will see stable and long-term earnings.

3) The smarter the placement – the better the result.

The smarter the placement for the native advertising units, the better the results of the campaign. It is shortsighted to expect high revenues from placements that no one can see or that are not geared for interaction. For instance, content recommendations widgets work best when placed under the editorial content. On the other hand, other formats of native advertising will require a more thorough and individualized approach to placement.

4) Label it!

These days there's quite a controversy about whether or not native advertising is designed to trick visitors into clicking on ads. While there are a lot of misconceptions about native advertising and mistruths as well, it's plain to see that in order to be accepted both by your website visitors in particular and the online advertising community as a whole, publishers have to clearly label native recommendations as advertisements and only partner with vendors that do so. This ethical approach should serve as a groundwater for any native advertising partnership. Labeling can be done in several ways – via caption with a clear statement, via frames & bullets, or by marking each piece of content with the source and the inclusion of the vendor's logo into the native ad unit.

However, labeling alone may not be enough, as it could go unnoticed. An ad that with its look and feel itself suggests that a person would be encouraged to use a product or service creates proper expectations so the visitor interacts with it intentionally (knowingly). The whole chain of content marketing must remain ethical from start to finish so that the consumer’s trust remains intact.

5) Diversify income sources.

Since there are a lot of spots where native ads can be placed , why not leverage native content from different vendors? Using different native ad vendors simultaneously is good because it will increase content diversity and engagement. In this way, you not only benefit your visitors but also can compare several vendors in real time to select the best options for you. When doing this, you should consider the general look of your website. Don't let your site be overcrowded with ads. Remember, ads are optional, your own content not. In the end, everything should look natural.

6) Give vendors some time to adjust to your business model.

Some publishers make the mistake of rejecting native ad vendors that can't promise the fixed, long-term CPM for publishers' campaigns right away. It's crucial to understand that for each website native advertising will show different results as each website has different structure, levels of traffic and layout and design. All these factors influence the eventual eCPM. Give a vendor some time to adjust to your business model and, as a result, you will enjoy high eCPM that will surpass your expectations.

7) Clear metrics and scale-up plan.

According to Spada & Hexagram research 29% of publishers currently acquire audience through paid distribution or native advertising services. Of those that do not, a full 85% say that they would do so if they could find a way to make a margin, suggesting that audience development for publishers through native advertising is in its infancy and has plenty of room for growth. It shows us that very often publishers who use native monetization solutions are at the same time the main consumers of native advertising traffic. As they have already mastered the usage of this tool, they can use it in both directions. If you buy native advertising to monetize this traffic, it's important to discuss and set up clear metrics with the vendor and have your scale-up plan ready before the start of the campaign.

Publishers start to rattle past the position of evaluating their success via click-through rates, and tend to diversify evaluation process by including such criteria as engagement, benefit for the end-user, interaction time, shares and the impact of sharing. By utilizing tools that track these criteria, publishers can optimize and improve their campaigns and partnerships until they start to bring the maximum value to everyone involved in the native advertising loop.


Publishers have always sought the best ways to monetize their traffic and with the introduction of native advertising many have tried to reach success utilizing this new phenomenon. However, some of them didn't like the fruit they got from using native advertising. Probably they haven't applied enough effort to reach the ripe vines.

Being a part of content marketing, native advertising proved to be a very useful and reasonable tool for all participants of online advertising ecosystem, and for publishers in particular.

Maria Shinkevich,
CMO for global native advertising platform MGID.
28 Jul

New Research From IAB: Consumers’ View on Sponsored Content

IAB has come up with an outstanding research, results of which allow native advertising vendors to rethink their approach and start to bring the consumers of digital content even more value. Research performed by IAB & Edelman Berland sheds light on what consumers really think about sponsored content. You can see the results and conclusions on the infographic below or go ahead and read the full research here.

To put it short - be relevant, be authoritative, be authentic.

17 Jul

MGID Announces the Top Ten Clickable Native Advertising Topics for the First Half of 2014

Mid-Year Trends Analysis Reveals Internet Destinations with the Best “Click Factor” Include Flash Games and “Then and Now” Childhood Crushes

Native advertising pioneer MGID identified the top-ten Internet content trends for the first half of 2014 today, having aggregated engagement and virility from millions of visitors to more than 3,000 entertainment, lifestyle and sports websites. Flash games topped the list as the type of content that had the best “click factor” among the visitors of the MGID network thus far in 2014.

The top 10 most clickable trends for the first half of 2014 are:

RANK

TREND

CLICK FACTOR

1

Flash Games

10

2

Childhood Crushes (Then and Now)

7.8

3

Facebook Picture Fails

6.3

4

Couple Physical Training

3.4

5

Luxurious Lifestyle

3.3

6

Bollywood Stars

3.2

7

Movie Mistakes

3.2

8

Kaley Cuoco

2.9

9

Elsa Transformation (from Frozen)

2.1

10

Hayden Panettiere Bikini Style

1.8

MGID measures the “click factor” of Internet content by calculating specific traffic criteria, such as the number of articles published about the topic and the amount “click-throughs” generated as a result of publishing the content.

The analyzed traffic came from nearly 9 million individual website visitors, clicking on content from more than 3,000 websites, worldwide. MGID tracked the data from user clicks on native advertising widgets that thousands of online publishers use to engage and monetize their audience.

“Whenever we see pop culture and entertainment trends in our system, it gives us some further insight into the behaviors of our audience,” said Sergey Denisenko, COO, MGID. “It is paramount that we understand audience behavior so that we know how advertisers canbetter engage website visitors with authentic and relevant content that is interesting to them. Our platform makes it possible for websites to create high valuable content and to connect with users looking for that content.”

MGID, a comScore-verified traffic vendor in the trending native advertising space, connects thousands of websites with millions of people annually and services publishers and advertisers with a content-driven campaign platform that improves the experience of both the advertiser and the consumer.

8 Jul

MGID Moves U.S. Headquarters to Los Angeles to be Closer to Key Sports, Entertainment, Lifestyle Clients

Native Advertising Pioneer MGID Delivers More than 1 Billion Native Ads Impressions Daily Over a Network of 3,000 Partners.

MGID, a pioneering network in native advertising, is moving its U.S. headquarters to Los Angeles to be closer to sports, entertainment and lifestyle clients. Founded in 2008, MGID now delivers more than one billion targeted native ads impressions daily through its 3,000 publisher partners, serving web-surfers with relevant, entertaining news, pop culture articles and multimedia.
A global leader in the native advertising space, MGID covers more than 50 categories of subject matter and currently generates more than 90 million authentic, unique monthly visitors.

MGID prides itself on delivering quality traffic comparable to that of context ads and organic search traffic, but for a fraction of the cost.

“Lifestyle advertisers are beginning to understand that the old ways of doing things do not resonate with today’s audiences,” Sergey Denisenko, COO, MGID, explains. “Website visitors respond to content only if it is tailored specifically to their interests. Irrelevant ads are a turn off. Our customers want content their website visitors will be genuinely interested in.”

MGID has become a trusted content network that delivers with comScore-verified traffic that is in full compliance with IAB standards. Account specialists are available 24/7 to advise customers on how best to optimize their campaigns or monetize their sites.

MGID’s new U.S. Headquarters are at 1514 17th St. #207, Santa Monica, Calif., 90404. For more information, see http://mgid.com.

26 Mar

MGID in Numbers (according to comScore)

MGID team is happy to present the result of company's business activity in numbers for 2013. Data and stats, verified by comScore - a leading internet technology company in analytics, were throughly analyzed and compiled to create short and clear presentations for our users, vistors, clients and natvie advertising business insiders.

MGID Network (US) stats for February-December 2013 (11 months):

us_proto_v4_w_devices

Fem MGID Network (US) stats for March-December 2013 (10 months):

fem_proto_v4_e1_w_devices

MGID Network (World Reach) stats for 2013:  

int_proto_v4_wo_graph_w_devices

Don't hesitate to contact us to discover the new opportunities for your business today.   

25 Feb

Native Advertising Playbook by IAB

 In order to establish industry standards, lexicon, evaluation framework & disclosure principles IAB has released a Native Advertising Playbook recently. It provides guidance for publishers, agencies & marketers on successfully leveraging native advertising in campaigns.

Marketers are already embracing native strategies and publishers are looking for a roadmap that will allow them to take full advantage of the trend,” said Peter Minnium, Head of Brand Initiatives, IAB. “The more we can define and structure the framework surrounding native advertising, the easier we will make it for brands to easily incorporate it into their ad buys.

You can read and download the playbook here.

28 Oct

Want to know how MGID increases engagement?

We're happy to present the new video. It will give you an idea of how our audience development feature functions. Use it if you want to increase engagement, returning visitors, your ad revenue and PPVs spectacularly.

5 Jun

MGID reaches both sides of the Atlantic

One of the most innovative digital advertising companies MGID Inc. has finished gathering the stats concerning its global reach and impact on the world of Internet marketing. Together with comScore, a global leader in measuring the digital world and preferred source of digital business analytics, MGID Inc. was able to get the most accurate and up-to-date figures.

comScore’s intelligent data gathering and analysis mechanisms allowed MGID to obtain and showcase its key measures, demographics, GEO and genuine reach in the US, UK and Canada. Generalized data for the world reach was prepared by MGID’s analytical department. The obtained stats delineate the crucial role of the company in the modern digital media world.

World reach (April 2013):

US, UK, Canada reach (April):

"Data generated by comScore gives a deep insight into the efficiency and reach of our business. Figures, as well as actions, speak louder than words, that's why we believe that they will give our customers a better vision of our brand and will as well increase the willingness of publishers, advertisers, affiliate marketers and webmasters to form long-term relationships with MGID Inc.” - said Robert Bardunias, Executive Vice President of MGID Inc.

Full editions of presentations for MGID and Fem MGID with extensive GEO, demographic and other stats for the US, the UK and Canada can be requested from MGID representatives at mgid.com.

 - ends -

NOTES TO EDITORS:

For further editorial information, images or to arrange interviews with MGID experts please contact Selina.khuttan@mgid.com or call +44 203 002 7763

About MGID:

MGID is the world’s largest audience development platform uniting thousands of websites together on a network of premium publishers.

Founded in 2008 MGID attracts over 20 million unique visitors per month. MGID has global offices in New York, London, Hong Kong and Kiev. www.mgid.com

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23 Oct

MGID Grows Traffic for Sports and Gaming Websites

 

Digital media giant MGID Inc. announces the launch of their Sports and Gaming sub-networks. These networks were created for advertisers and publishers who want to attract more high quality and relevant traffic to their websites, increasing their audience in an intelligent way.

The new MGID Inc. initiative will cater to the growing Sports and Gaming categories in a way which ease the process of increasing pages viewed through the rise of relevant users. Many reputable websites with premium content from their respective categories, have already joined the new sub-networks and are enjoying its benefits.

"The launch of these two highly anticipated sub-networks, resulted from long discussions with partners and clients, as well as users – who are our core focus." - commented, Nick Marr, Company Director (MGID Europe). "These sub-networks open some very attractive opportunities for websites with Sports and Gaming content. I believe the Sports and Gaming sub-networks will allow relevant websites to see their traffic growth potential explode.” 

Being a part of the Sports and Gaming sub-networks allow advertisers and publishers to:

- Get a 10%-15% increase in page views
- Increase the number of relevant unique visits
- Raise in ads revenue from banner impressions
- Get the opportunity to promote/advertise content on a huge network of websites
- Save money – MGID does it for free and it’s an easy process to start

Example of a gaming widget


Example of a sports widget