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Native advertising is defined by the IAB (International Advertising Board) as a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

Over the past few years, designing targeted digital campaigns using offline CRM files has become standard on all main ad platforms, such as Facebook Ads (custom audience), Google Adwords (customer match) and Twitter (tailored audience).

In all on- and offline ad channels, the message is the most important element of a campaign’s success, regardless of your goals and KPIs. In native advertising, ad formats offer fewer creative possibilities

A/B testing is the most common, simple and effective technique to improve the performance of marketing campaigns. Yet so many marketeers take unclear conclusions and wrong decisions

Identifying users online on the long term, whatever device they use, and matching them with CRM data is the number one challenge that people-based marketing is has to solve.

Published a few weeks ago, this short video from South Park is the perfect illustration of the trashy side of Native Advertising, where publishers and platforms do everything on purpose to fool the users. I call this new “publishing” business Content Affiliation. It consists in building a site with some content, buying lots of traffic […]

Content Advertising is great to generate qualified traffic, website engagement and brand awareness. But many marketers manage to convert it in a highly profitable acquisition tactic. But what is Content Advertising anyway? Content Advertising would be the combination of Content Marketing and (paid) Advertising. In other words it consists in creating content pages and paying […]

This post is not about facebook bashing. Let’s be clear. Facebook probably has the best people based targeting capabilities combined with the largest user reach in the industry. Facebook advertising solutions are great. But what about facebook pages and their followers? Well, unless you’re as popular as Real Madrid or Rihana, it is very likely […]

While content marketing is not new anymore, many advertisers still have no idea what this marketing tactic really is about. To me, content marketing lies right between branding and direct marketing. Well executed, such strategy can provide best of both worlds : brand engagement and ROI. And at scale. For years, brands and e-commerce sites have been […]