Misc

The Advertising Revolution: How Native Ads Have Changed the Game

Published

8 years ago

January 19, 2016

Jeff Desjardins

How Native Have Changed the Game

The Advertising Revolution

Sponsored by: Market One Media Group

Many decades ago, the world was much simpler for advertisers.

Buying a ½ page newspaper ad or a 30-second television spot reached thousands of people, and consumers weren’t oversaturated with ads.

Today, we are bombarded with over 5,000 brand exposures each day. Of those, 362 are advertisements with only 12 of them “making an impression” on us.

Here’s a breakdown of average exposure per day:

Average number of advertisement and brand exposures per day per person: 5,000+
Average number of “ads only” exposures per day: 362
Average number of “ads only” noted per day: 153
Average number of “ads only” that we have some awareness of per day: 86
Average number of “ads only” that made an impression (engagement): 12

With this oversaturation of the traditional ad market, the concept of “native ads” has emerged.

Native Ads

Native advertising is paid content that is created to fit the same format as a publisher’s organic content. In other words, it shows up to regular viewers as “sponsored” or “paid” posts in the same streams as regular content.

Native ad spending has exploded, and from 2013 to 2018, the industry is expected to quadruple in size.

There are compelling statistics for both the audience and advertisers on native ads:

Audience:

70% of individuals want to learn about products or content through content rather than traditional advertising.
32% of consumers said, when given a choice, that they would rather share a native ad with friends and family vs 19% for banner ads.
57% of publishers have a dedicated editorial team to create content readers will care about, leaving publishers in full control, not brands, which ultimately benefits readers.

Advertisers:

People view native ads 53% more than banner ads.
Native advertising generates up to an 82% increase in brand lift.
Native ads that include rich media boost conversion rates by up to 60%.
Purchase intent is 53% higher with native ads (vs. 34%)
49x higher clickthrough rate, 54% lower cost-per-click

New Media

Native ads are also being used by many of the “new media” and adtech companies that have had very successful fundraising rounds:

Vice
Latest raise: $250 million (2014)
Led by: A+E Networks
Valuation: $2.5 billion

AppNexus
Latest raise: $62.7 million (2015)
Valuation: $1.2 billion

Vox
Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $850 million

Buzzfeed
Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $1.5 billion

The Future of Native Advertising?

Right now 41% of brands use native advertising as part of their marketing mix, but the shift is only beginning. Here’s what experts think the future of native holds:

Tessa Gould, Director of Native Ads Products, The Huffington Post

“Next for native is being able to use other ad technologies to make native smarter. At the moment everyone is creating content and talking about social actions. But how do you go about retargeting the people who view the native ad elsewhere with banner ads and actually converting them into customers?”

Audra Martin, VP of Advertising, The Economist Group

“As publishers start to educate brands more and agencies more, the content will just get better. Then distribution, in terms of getting more sophisticated, not in terms of fooling readers but making it relevant to readers in the right place at the right time.”

Steve Edwards, Digital Sales Director, Hearst UK
“My main thing is about control. Native will continue to develop along the lines it has. Increasingly it’s about publishers taking control of the message and advertisers and brands coming along with us. Getting distribution right and getting measurement metrics right, how we actually measure success. How we can create work that is as good as the editorial that surrounds it. Take the logo off it, does it still work? That’s really interesting for us, and we’ve still got a way to get there.”

Sebastian Tomich, VP of Advertising, The New York Times
“Brands are jumping into native because they feel like they should be.”

Related Topics:media native advertising ads native

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Misc

Ranked: America’s Best Universities

Evaluated on 19 different metrics, here’s the list of America’s best universities, led by 14 private schools.

Published

4 days ago

November 25, 2023

Pallavi Rao

Ranked: America’s Best Universities

The latest ranking of America’s best universities is here, perfectly timed for the approaching admissions season.

“Best” is of course subjective, and U.S. News and World Report has compiled 19 metrics on which they evaluated more than 400 national universities. Some of them include:

Graduation rates & performance: A four-year rolling average of the proportion of each entering class earning a bachelor’s degree in six years or less. Performance is measured against predictions made by the publishers, and when beaten, the university gains a higher scoring.
Peer assessment: A two-year weighted average of ratings from top academics—presidents, provosts and deans of admissions—on academic quality of peer institutions with which they are familiar.
Financial resources: The average per student spend on instruction, research, student services and related educational expenditures in the 2021 fiscal year.
Debt: A school’s average accumulated federal loan debt among borrowers only.
Pell graduation rates & performance: the same calculation as stated above, but focused only on Pell Grant students, adjusted to give more credit to schools with larger Pell student proportions.

The website’s methodology section details how they sourced their data, the weights assigned to each metric, and their changes over the years.

From the hundreds assessed come the nearly 50 best universities that offer a variety of undergraduate majors, post-graduate programs, emphasize research, or award professional practice doctorates.

Which are the Best Universities in America?

At the top of the list, Princeton University is the best university in the country, known for its physics, economics, and international relations departments. Notably, it’s a rare Ivy league university that does not have a law, medical, or business school.

Here’s the full ranking of America’s best universities, along with annual tuition requirements.

Rank	School Name	State	Tuition
1	Princeton University	New Jersey	$59,710
2	Massachusetts Institute of Technology	Massachusetts	$60,156
3	Harvard University	Massachusetts	$59,076
3	Stanford University	California	$62,484
5	Yale University	Connecticut	$64,700
6	University of Pennsylvania	Pennsylvania	$66,104
7	California Institute of Technology	California	$63,255
7	Duke University	North Carolina	$66,172
9	Brown University	Rhode Island	$68,230
9	Johns Hopkins University	Maryland	$63,340
9	Northwestern University	Illinois	$65,997
12	Columbia University	New York	$65,524
12	Cornell University	New York	$66,014
12	University of Chicago	Illinois	$65,619
15	University of California, Berkeley	California	$48,465 (out-state) $15,891 (in-state)
15	University of California, LA	California	$46,326 (out-state) $13,752 (in-state)
17	Rice University	Texas	$58,128
18	Dartmouth College	New Hampshire	$65,511
18	Vanderbilt University	Tennessee	$63,946
20	University of Notre Dame	Indiana	$62,693
21	University of Michigan, Ann Arbor	Michigan	$57,273 (out-state) $17,786 (in-state)
22	Georgetown University	Washington, DC	$65,082
22	University of North Carolina at Chapel Hill	North Carolina	$39,338 (out-state) $8,998 (in-state)
24	Carnegie Mellon University	Pennsylvania	$63,829
24	Emory University	Georgia	$60,774
24	University of Virginia	Virginia	$58,950 (out-state) $22,323 (in-state)
24	Washington University, St. Louis	Missouri	$62,982
28	University of California, Davis	California	$46,043 (out-state) $15,266 (in-state)
28	University of California, San Diego	California	$48,630 (out-state) $16,056 (in-state)
28	University of Florida	Florida	$28,658 (out-state) $6,381 (in-state)
28	University of Southern California	California	$68,237
32	University of Texas, Austin	Texas	$41,070 (out-state) $11,698 (in-state)
33	Georgia Institute of Technology	Georgia	$32,876 (out-state) $11,764 (in-state)
33	University of California, Irvine	California	$47,759 (out-state) $15,185 (in-state)
35	New York University	New York	$60,438
35	University of California, Santa Barbara	California	$45,658 (out-state) $14,881 (in-state)
35	University of Illinois Urbana-Champaign	Illinois	$36,068 (out-state) $17,572 (in-state)
35	University of Wisconsin, Madison	Wisconsin	$40,603 (out-state) $11,205 (in-state)
39	Boston College	Massachusetts	$67,680
40	Rutgers University, New Brunswick	New Jersey	$36,001 (out-state) $17,239 (in-state)
40	Tufts University	Massachusetts	$67,844
40	University of Washington	Washington	$41,997 (out-state) $12,643 (in-state)
43	Boston University	Massachusetts	$65,168
43	The Ohio State University	Ohio	$36,722 (out-state) $12,485 (in-state)
43	Purdue University, Main Campus	Indiana	$28,794 (out-state) $9,992 (in-state)
46	University of Maryland, College Park	Maryland	$40,306 (out-state) $11,505 (in-state)
47	Lehigh University	Pennsylvania	$62,180
47	Texas A&M University	Texas	$40,607 (out-state) $12,413 (in-state)
47	University of Georgia	Georgia	$30,220 (out-state) $11,180 (in-state)
47	University of Rochester	New York	$64,384
47	Virginia Tech	Virginia	$36,090 (out-state) $15,478 (in-state)
47	Wake Forest University	North Carolina	$64,758
53	Case Western Reserve University	Ohio	$62,234
53	Florida State University	Florida	$21,683 (out-state) $6,517 (in-state)
53	Northeastern University	Massachusetts	$63,141
53	University of Minnesota, Twin Cities	Minnesota	$36,402 (out-state) $16,488 (in-state)
53	William & Mary	Virginia	$48,841 (out-state) $25,041 (in-state)

MIT places second, and Harvard and Stanford tie for third. Yale rounds out the top five.

Private universities, including seven Ivy League colleges, dominate the top of the rankings. Meanwhile, the highest-ranked public schools are tied at 15th, both state schools in California.

For affordability, since the higher ranks are populated by private universities, there tends to be a broad correlation of better universities being more expensive. That said, the most expensive school in the top 50 ranks is actually the University of Southern California, tied at 28th, for $68,237/year.

As it happens, also tied at 28th, the University of Florida is the most affordable public school for in-state students ($6,381/year) and Florida State University tied at 53rd, is the most affordable for out-of-staters at $21,683/year.

However these costs are tuition-only, and don’t account for other necessary expenses: accommodation, food, and textbooks.

Best University versus Best “Fit”

Finding the best university for prospective students is more than just perusing a long ranking list.

Aside from the numerous schools present within each university—which can often be the best for specific majors—factors like location, proximity to family, campus culture, the non-academic pursuits (sports, extracurriculars, internships) are also taken into consideration.

In fact, research has found that just attaining a university degree improves future earnings potential and employability.

Furthermore, individual engagement at college (irrespective of the rank of the school in question) plays a far bigger role in learning and general well-being than simply attending a highly-ranked school.

However, for low income and minority students, attending a top-ranked school does improve future earnings considerably. For women, it also often results in delaying marriage and kids, which results in more work-hours and as a result, more pay.