“The company has its roots in directly working with advertisers on their content driven campaigns rather than more traditional methods of taking television commercials online or other standard forms of advertising,” Sharethrough VP of Communications Chris Schreiber said in an interview. “It’s squarely about distribution so we don’t make videos, and it’s always been a tradition of how do we help advertisers get their videos seen and shared. That means working with lots of different publishers to integrate the videos onto their sites and tracking all the data behind how they’re performing. ”Native online advertising essentially means breaking away from traditional models of advertising that in the past revolved around banner ads, pre roll, pop ups, and videos that would essentially interrupt the person browsing a website.
Instead, popular social networks started introducing their own forms of native advertising, like Facebook Sponsored Stories, or Twitter’s promoted tweets. Through these native ads the person browsing the site views the advertising as part of the design and experience of the website built into the content, rather than an interruption or something to skip, forward, or eventually cancel. Another player in the game of finding new ways to monetize content by driving pages views and traffic is OutBrain, a company which works with publishers and media agencies to push recommended content and drive page views with a focus on native ads as articles rather than videos. However, Sharethrough appears to have a strong position when it comes to video thanks in part to its distribution network and agency partners, making it a go to platform for what it believes is the future of marketing. The trend towards brands and agencies creating more engaging content and publishers finding ways to integrate it less obtrusively into their sites appear to be a huge plus for consumers, who would much rather be entertained than interrupted at the end of the day. Humayun Khan is a Senior Writer and Analyst at BetaKit.
A marketing graduate with honors, Humayun’s work experience spans the fields of consumer behaviour with noted contributions in an academic paper published in the Journal of Consumer Psychology and market research consulting having coordinated projects for a major financial services client at Decode Inc. More recently he was involved in business strategy as a Business Analyst for an equipment rental outlet and prior in the National Marketing Department at Ernst and Young LLP. He is passionate about emerging and disrupting technology and its ability to transform and create entirely new industries.