ALM Launches Native Advertising Offering for Legal Marketers with ALM Brand Perspectives
Early results yield performance rates 10 times higher than industry
NEW YORK – April 3, 2014 – ALM, the leading provider of news and business information to the legal and real estate industries, today announced the rollout of ALM Brand Perspectives, the company’s own native advertising platform for marketers seeking to increase brand awareness and visibility in the legal marketplace.
Native advertising is a form of “paid media” in which advertisers attempt to gain online attention by providing relevant content to readers on a publication’s website, in line with editorial content. The purpose of native advertising is to make the advertising feel less intrusive and seamless, increasing the likelihood that readers will interact with the paid content.
“ALM Brand Perspectives is an exciting new advertising vehicle for legal marketers who wish to demonstrate thought leadership and expertise by integrating their own content into appropriate ALM publication websites,” said Jeff Litvack, chief digital officer of ALM. “The market response to this new offering has been positive from both marketers and readers alike.”
There are already a number of advertisers who are running native advertising campaigns on ALM’s various online properties. Early results have been very positive, with average click-through rates on ALM Brand Perspectives ads that are 10 times higher than the industry average for traditional online display ads (1 percent vs. 0.1 percent) and with some brands achieving click-through rates as high as 2.1 percent.
According to eMarketer, spending on native advertising in U.S. media rose by more than 20 percent last year to $1.8 billion and is expected to exceed $3 billion by 2017. Other prominent media companies to embrace native advertising include The Wall Street Journal,The New York Times and The Washington Post.
ALM Brand Perspectives is available to legal marketers for deployment on all ALM publication websites, including the home pages and other pages within the sites. For more information, please go to http://at.law.com/ALMbrandperspectives.
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