Stefan's Naturally Aspirated Blog

Fall in ITV Advertising further underlines demise of traditional ad formats

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Consumer behaviour has been changing for a while now - most of us contemporary beings watch very little scheduled TV anymore. It’s really only my parents’ generation who watch TV to a schedule; everyone I know in my generation watches catch-up or on-demand - Netflix, Amazon, NowTV etc. My younger nephews and nieces are almost entirely tablet or laptop based now and spend most of their time on Apps or YouTube.


The thing is we have way more choices now via digital media than ...

Programmatic Advertising vs Native Advertising vs the Future of Digital Advertising

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There are some who still aren’t fully au fait with the different types of advertising available, so we will start with a brief introduction before explaining the merits of each. Anyone who has bid for Google AdWords will have some degree of understanding of the basics of Programmatic Advertising. Even though Google AdWords is not exactly display advertising, rather text-only search results advertising, it is still the same basic automated mechanic which gives advertisers / media buyers ...

Editorially-controlled Native Advertising is the only viable future for Mobile Publishers

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The very best kind of advertising is that which is absolutely contextual, integral, personal and wholly targeted - it should be a value added part of the normal browsing / reading process, and should most definitely not stand out like a sore thumb! The very worst kind of advertising by contrast is interruptive, take-over, diversionary nonsense which takes a reader out of their flow and away from their principal area of interest and primary purpose. As a former ad man, I have no qualms in saying...

The age of intrusive advertising is being overtaken by smart brand advocacy

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The last vestiges of more traditional advertising - pre-roll video ads, native advertising and TV sponsorship idents etc. are all coming under threat of extinction. Anything which is deemed intrusive or interruptive will no longer be tolerated by target audiences. Brand owners instead need to rely on more subtle ways of brand advocacy like product placement and celebrity / personality endorsements.


A classic example of the new paradigm is TV Show ’Made in Chelsea’ which now...

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2020 22

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2014 PPA Awards - Procurement Leaders awarded Business Media Brand of the Year (Again!)
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2013 PPA Digital Publishing Awards - Procurement Leaders awarded Business Media Digital Brand of the Year