Mediatwits #74: Special Edition on Rise of Native, Mobile Ads

    by Mark Glaser
    April 5, 2013
    BuzzFeed VP Jonathan Perelman joined the Mediatwits podcast to discuss how BuzzFeed was using native ads on its site and mobile app

    This week’s Mediatwits podcast is a special edition focused on the evolution of advertising, as a cap to our week-long special on MediaShift. Our special guests are BuzzFeed VP Jonathan Perelman and MediaShift’s Terri Thornton, along with Mark Glaser hosting and roundtable regulars Ana Marie Cox, Andrew Lih and Monica Guzman. Perelman will have a lot to discuss, because BuzzFeed has been at the vanguard of the “native ads” movement, creating sharable content for sponsors that looks very similar to typical BuzzFeed posts. Plus BuzzFeed just launched a native ad network, and is surprisingly the new template for the House Republicans’ revamped website. We’ll also talk about the rise of mobile ads — will they get past annoying us?

    You can watch or listen to today’s show below:

    You can't have it both ways. You get the ad revenue and have it integrated into your content. But then if it's screwy in some way, then you suddenly have nothing to do with it." -Ana Marie Cox


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    Mediatwits Bios

    i-9f9baaa09b73276ded5a1c9ee718fe60-ana marie cox.jpg

    Ana Marie Cox is a senior political columnist for The Guardian. She is the founding editor of the Wonkette blog and has covered politics and the culture of Washington, DC for outlets including the Washington Post, Playboy, GQ, Mother Jones and Elle. She is the author of the novel Dog Days and lives in St. Paul, Minn. Follower her on Twitter @anamariecox.

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    Mónica Guzmán is a columnist for the Seattle Times and Northwest tech news site GeekWire and a community strategist for startups and media. She emcees Ignite Seattle, a grab-bag community fueled speaker series. Mónica was a reporter at the Seattle Post-Intelligencer and seattlepi.com, its online-only successor, where she ran the experimental and award-winning Big Blog and drew a community of readers with online conversation and weekly meetups. Follow her on Twitter @moniguzman


    Andrew Lih is a new media journalist, and associate professor at the University of Southern California’s Annenberg School of Communication and Journalism where he directs the new media program. He is the author of “The Wikipedia Revolution” (Hyperion 2009, Aurum UK 2009) and is a noted expert on online collaboration and journalism. He is a veteran of AT&T Bell Laboratories and in 1994 created the first online city guide for New York City (www.ny.com). Follow him on Twitter @fuzheado and buy his book here.

    Special Guests

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    Jonathan Perelman is the VP of Agency Strategy and Industry Development at BuzzFeed. At BuzzFeed he will work closely on all aspects of the business, with a particular focus on educating advertising agencies on the BuzzFeed platform and ad products. Prior to BuzzFeed, Jonathan spent six years at Google, most recently as the Global Lead for Industry Relations. He was responsible for brand identity initiatives and relationship management within the advertising and media industries. You can follow his socks on Twitter @jperelman_socks.


    Terri Thornton, a former reporter and TV news producer, owns Thornton Communications, an award-winning PR and social media firm. She is also a freelance editor for Strategic Finance and Management Accounting Quarterly. Follow her on Twitter @TTho.

    More Reading

    1. Native ads: our savior or national horror?

    Special Series: Online Advertising, Evolved (MediaShift)

    Native Advertising Shows Great Potential, But Blurs Editorial Lines (MediaShift)

    Native Advertising Argument Far from Over (Adweek)

    A reminder about promotional and commerce journalism (Google Blog)

    A Mexican Wrestler Explains How Native Ads Work (AllThingsD)

    BuzzFeed, Sharethrough Bring Native Ads to Masses (AdAge)

    Does Sponsored Content Have a Labeling Problem? (Digiday)

    The Washington Post Dives Into Native Advertising
    dives-into-native-advertising/ (Forbes.com)

    The New House Republican Web Strategy: Just Add BuzzFeed (National Journal)

    2. Mobile ads rise, but we still hate them

    Facebook’s Home on Android Reveal (Business Insider)

    Twitter Ad Revenues Higher Than Expected on Strong Mobile Numbers Report (PaidContent)

    eMarketer: Facebook U.S. Mobile Ad Revenue Soaring (USA Today)

    A Big Data Weapon for the Mobile Ad Challenge (NY Times Bits Blog)

    Report: Samsung Gains in Grab for Google’s Mobile Ad Revenues (Forbes.com)

    Mobile Advertising Grows Fast; Analysts Revise Forecasts (AdAge)

    Consumers Love Mobile, But What About Advertisers? (VentureBeat)

    Coming to Your Phone: Ads That Talk Back to You (AllThingsD)


    Be sure to vote in our weekly poll, this time about native ads:

    Mark Glaser is executive editor of MediaShift and Idea Lab. He also writes the bi-weekly OPA Intelligence Report email newsletter for the Online Publishers Association. He lives in San Francisco with his son Julian and fiancee Renee. You can follow him on Twitter @mediatwit. and Circle him on Google+

    Tagged: android buzzfeed facebook home mobile advertising native advertising online advertising online advertising evolved the atlantic twitter washington post

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