San Francisco Business Times: Flite turns ads into engagement

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San Francisco-based Flite Inc. is designing display ads that allow people online and on mobile devices to interact with content-rich ads — scrolling through tweets, clicking through articles, signing up for a promotion, viewing a movie trailer, filling out a survey — without leaving the page in which the ad is embedded.

Flite allows brands to pull curated content into ads, including videos, Twitter feeds, and articles that encourage people to interact with the content in a way that creates a mini-website in an online ad space.

For the full article, see the San Francisco Business Times.

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MediaPost: Ad Creation, Native Style

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Native advertising is one of the industry’s hot topics right now, so we have introduced this three-part series to delve into the phenomenon from the perspective of a technology company and premium ad network (Martini Media), an agency (Morpheus Media), and a SaaS platform (Flite).

Native advertising is the next generation of rich media advertising. For publishers, it means higher CPMs, higher revenues and less commoditization by ad networks. For advertisers, native ads offer a more integrated brand experience, which in turn defeats banner blindness and drives engagement with consumers.

If you’re not exploring native advertising, you run the risk that your inventory will be commoditized in the long term. Below you will learn what you need to know about how to build native ads, the constraints of the medium and how to surpass them to build a scalable native ad business.

Defining the Ad Product

Native ad products gained momentum with the growth of social media, where sponsored content was placed seamlessly next to a user’s tweets or status updates. If you’re a publisher developing native ads, consider what makes your site unique. This can mean pulling in your site’s own content alongside branded content.

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Native@IDG Services Integrate Advertiser Content with Editorial and Social Web

Native@IDG Campaigns Bring Digital Marketing Closer to Technology Buyers

FRAMINGHAM, Mass.—(BUSINESS WIRE)—Are Native@IDG services multimedia custom publishing, content, brand journalism, or social media marketing? Yes. Native advertising allows vendors to act as publishers in ways they have never done before. Native@IDG products and services give tech marketers the ability to present information across media channels based on reader interests. Native@IDG services are a portfolio of five marketing options across IDG media brands and the IDG TechNetwork of more than 550 independent sites.

“As a category leader for tech media serving consumers to professionals and gamers, we have the trust of readers, journalistic expertise, and data collection systems to attract, influence, and sell products regardless of where prospects choose to look for what they want.”

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MediaPost: Starcom Teams With Ad Platform Flite

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Starcom MediaVest Group has formed a partnership with ad customization platform Flite to power advertising that lets clients create and update ad content on the fly. Flite’s technology allows advertisers to see which types of ad content—text, photos, video or photo galleries—is working best and make changes accordingly during a campaign.

“This new partnership truly enables brands to realize the promise of ‘brands as publishers,’ which has been often talked about but rarely realized,” says Lisa Weinstein, president, global digital, data and analytics at SMG. She added that the move signaled the agency’s further expansion into “native” advertising on behalf of clients.

Web publishers are also betting on Flite to help enhance their ad opportunism through units that blur the distinction between page content and advertising. Conde Nast in August took an undisclosed stake in the firm to help support a set of ad tools around the digital versions of its magazines. Flite recently also extended its Ad Studio platform to mobile devices.

AdExchanger: The Rise of Paid Media Publishing

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Brands are increasingly embracing content marketing, behaving like publishers for their owned and earned media in today’s digital world.  Coca-Cola’s “Liquid and Linked” video (YouTube) highlights this shift from creative excellence to content excellence. The rise of Twitter and Facebook, examples of earned media, helped brands discover the power of real-time, stream-based marketing seeded with interactive content, videos, and hooks to lure the consumer. Within their owned media, brands are also doubling down on content-led marketing on their brand sites, regularly engaging in syndication deals with major content providers.

But paid media remains an island representing a focus on creative in an environment that demands real-time, content-based marketing. Why is it that a high school intern can update a Facebook fan page, but it is a major undertaking for a brand to stream dynamic content into paid media placements? The net effect of this disconnect is that paid media performance continues to be at odds with the trend towards content marketing, and therefore suffers from dwindling performance.

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