The Cookieless Future of Digital Advertising

The Cookieless Future of Digital Advertising There’s no doubt that cookies have become an increasingly controversial topic in recent years. With data breaches and privacy concerns on the rise, many people are starting to ask whether we need cookies anymore. And while there’s no easy answer to that question, there is one thing we can...

TAPSTONE’S RESEARCH CAUTIONS ADVERTISERS THAT HEADLINES ALONE DO NOT SELL

Research shows long-form content, not ‘snappy’ headlines, to be the surprising sales generator in the current ‘short-attention-span’ world. Tapstone, the pioneer of Native for Direct Response, warned advertisers that headlines alone won’t boost their bottom line. Tapstone’s research shows that despite the current day focus on social media and ‘less is more’ design, long-form advertising formats...

Digital Advertising vs. Traditional Advertising, Data & Decision Making: The Deloitte CMO Study Results

Deloitte’s biannual CMO Survey was published again this week, sharing the priorities and concerns of 2,800 marketing leaders across a wide variety of industries. In short, digital ad spending is way up, traditional ad markets are flat as a pancake, and traditional advertising is still reporting a significant struggle to incorporate meaningful measurement techniques. Fortunately,...

Next Year In Native

Native Advertising’s popularity with consumers and advertisers alike has been rapidly growing over the past few years. Native Advertising – advertising that takes on the look and feel of the site on which it is placed – has continued to eat away at failing traditional display advertising’s revenues to become the leading new digital advertising...

When is a Native Ad Not Native?

It’s already well documented that the use of ad blocking technology is on the rise, and PageFair’s 2017 survey on ad blocking concluded that the ‘worst offenders’, the ads that drove respondents to use ad blocking, were the interruptive ad formats, such as non-skippable video and auto-play audio. Ughhh, they’re the worst aren’t they?! It’s...

Forbes Agrees With Us

… Native advertising delivers more positive response than traditional digital media. Why? Because it contributes value to the viewers’ online experience, by presenting relevant content that really reflects their enthusiasm, while not interrupting the online experience with clunky pop ups and irrelevant offers. Here’s the full Forbes article from contributor Kelly Ehlers: Stay Ahead Of...

Native Advertising Seeks Committed Relationship

The very latest eMarketer research on Native advertising adoption is out, and it shows that advertisers continue to flock to the Native medium. However, levels of more mature, mainstream adoption have remained steady between 2015 and 2016. What does that mean? These findings from eMarketer suggest that the Native appeal to new media buyers continues...

Gartner’s Native Hype Cycle – Why Tapstone Breaks the Mold

In 2014 and early 2015, Gartner placed Native Advertising at the peak of its Inflated Expectations section of its Digital Marketing Hype Cycle – which makes sense when you go back and look at some of the trade press coverage of Native back then: Nearly Two-Thirds of Marketers Plan to Increase Native-Ad Spending in 2015,...

The Rise of Native Advertising

Remember when TV advertising was King and you could generate the customer response you wanted through a simple ad in a national paper? No, neither do we. Traditional advertising is stagnant, if not yet in full decline, and it has been for years. Native for Direct Response advertising, the approach that Tapstone pioneered, is the...

This Week in Ad Tech

This week Facebook unveiled its new product ad formats which use the targeting and personal interest data of Facebook users to serve retailer product ad’s to a primed audience. AdWeek, reporter Garrett Stoane points out that this new service goes head to head with Google’s Shopping Ads (the visual ads that appear above search listings...

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