November 2018: the high-volume pioneer is back – and all-new Top 10!
November activity was high with over 420 sponsored articles (ca. 100 per week) tracked from over 150 brands. The top 10 list of brands is completely new this month with the exception of Samsung. But 7 of the new top 10 brands had run true native campaigns earlier, so only Power and Aspia were real “newcomers” among the top brands (by number of articles).
Record-volume pioneer PostNord is one of the high-activity brands that made a comeback this month, taking the top 10 lead again directly. Apart from running high volumes, PostNord continues using native in a very interesting way to communicate around a variety of different topics related to the brand.Their activity was partially centered around challenges with higher shipping volumes during Black Friday and soon Christmas, but also how they are working with service improvements constantly as well as highlighting employees and career paths.
Other interesting campaign highlights include…
- … Several campaigns involving bigger content marketing and native distribution elements won prices in this year’s 100-Wattaren competition. Most prominently in our view Tele2 (Swedish article on Resumé about their award). Their “End-Up” campaign had involved a significant number of native articles including mid-length videos, as we’ve highlighted in our Feb and March analyses.
- …Renault supported the new carsharing service Aimo, which launched in Stockholm and uses Renault’s electric “Zoe” model, with some native articles
- …and finally, we were positively surprised not seeing all too many sales- and discount-oriented “natives” before and around Black Friday ;)
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Similar to October, over 80 advertisers (re)started running true native campaigns. Among the (re)starters and apart from PostNord, the most active included Continental (with content around winter tires) and Power (focusing on the new Samsung TV series) which also is one of the complete “newcomers” to the true native market.
Distribution: scalability trend continues
Already in december, we saw a clear development in the emerging trend of brands wanting to distribute their native content on more than one site exclusively. This trend continued, with again almost 30% of advertisers now running true native campaigns at bigger scale across a minimum of 2 publisher sites or even a network of sites.
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