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Hitting a hattrick of 6’s to dazzle the crowd hasn’t been the only cool thing <keyword id="6354832" type="General" weightage="20" keywordseo="MS-dhoni" source="Orion">MS Dhoni</keyword> has been up to of late. The Indian cricketing legend continues to make waves off the pitch in many ways, one of which involves investing in interesting and impactful <keyword id="20067715" type="General" weightage="20" keywordseo="start-up" source="keywords">start-up</keyword> projects. <br /><br />His latest venture involves an undisclosed investment in <keyword id="20656950" type="General" weightage="20" keywordseo="electric-cycle" source="keywords">electric cycle</keyword> manufacturer <keyword id="20835176" type="General" weightage="20" keywordseo="EMotorad" source="keywords" meta.keywordsubtype="org" meta.entityname="EMotorad" meta.hostid="261" meta.entityid="EMotorad">EMotorad</keyword>. In addition to his financial backing, <keyword id="19896463" type="General" weightage="100" keywordseo="Dhoni" source="keywords">Dhoni</keyword> is set to serve as the <keyword id="21321553" type="General" weightage="20" keywordseo="brand-endorser" source="keywords">brand endorser</keyword> for the company, further solidifying his role in shaping its future direction.<br /><br />Expressing his excitement for this venture, Dhoni commented: “The future is in our hands. We are in an era where innovation plays a huge role in shaping sustainable solutions, and I’m a fan of new-age companies that build these. EMotorad stands at the forefront of shaping the future of mobility, and I am thrilled to be a part of this journey!”<br /><br /><keyword id="20835175" type="General" weightage="20" keywordseo="Kunal-Gupta" source="keywords">Kunal Gupta</keyword>, founder and chief executive of EMotorad, expressed confidence that MS Dhoni's association with the brand will significantly boost awareness and trust in the e-biking sector. He told ET: “There is no one better and more reliable than Dhoni who resonates with what our brand stands for, an avid biker himself.”<br /><br /><div type="twitter" handle="e_motorad" handlename="e_motorad" favoritecount="0" retweetcount="0" id="1776119471704608843"></div><br />This Pune-based startup now joins a growing list of startups that are part of Dhoni's diverse portfolio, which includes ventures spanning various sectors such as fitness, technology, automotive and digital solutions. As per The Economic Times, notable among his investments are Bengaluru-based fitness startup Tagda Raho, digital lending platform Khatabook, and Gurugram-based used car retailer Cars24.<br /><br />Founded in 2020 by Kunal Gupta, Rajib Gangopadhyay, Aditya Oza and Sumedh Battewar, EMotorad has rapidly gained traction in the Indian e-cycle market, capturing a 65% share. With a focus on cutting-edge technology and strategic partnerships, the company aims to revolutionise transportation by offering high-quality and value-driven solutions.<br /><br />Back in November 2023, EMotorad demonstrated its growth potential by securing substantial funding worth Rs 164 crore in a Series B round led by Panthera Growth Partners. It has raised a total of $20 million in equity thus far.<br /><br />The company boasts a network of more than 350 dealers nationwide, along with over 10 experience centres. Despite its strong foundation in India, its reach spans across eight countries, demonstrating its global presence and influence.<br /><br />Offline dominance aside, EMotorad also leverages online platforms to reach a wider audience, including e-commerce giants like Amazon and Flipkart.<br /><br />In the fiscal year ending March 2024, EMotorad reported sales of Rs 140 crore, a notable increase from Rs 115 crore the previous year. Looking ahead to FY25, the company targets sales of Rs 270 crore, with approximately Rs 130 crore stemming from domestic markets and the remainder anticipated from regions like the US and Europe.<br /><br />With plans underway for a new factory and the development of innovative e-cycle designs, EMotorad is poised for further expansion. By diversifying its product range, expanding its market reach, and now partnering with one of the most beloved sporting figures in the country, the company is fully committed to solidifying its position as a leader in the evolving mobility landscape.<br /><br /><em>(With inputs from The Economic Times)</em><br />

Dhoni goes electric: Former team India captain invests in affordable e-bike start-up EMotorad

<ul><li><strong><keyword id="12751498" type="General" weightage="100" keywordseo="emotorad" source="Orion">EMotorad</keyword> has launched the <keyword id="16140434" type="General" weightage="80" keywordseo="desert-eagle" source="Orion">Desert Eagle</keyword> and <keyword id="3766382" type="General" weightage="80" keywordseo="nighthawk" source="Orion">Nighthawk</keyword> ultra-premium e-bikes in India.</strong></li><li><strong>The company has also launched the X-Factor lineup of affordable e-bikes.</strong></li><li><strong>The new e-bikes start from ₹24,999 and go up till ₹5,00,000.</strong></li></ul>Pune-based electric vehicles (EV) startup EMotorad has launched two new ranges of e-bikes at an event today. The company has unveiled the Elite range, which includes the ultra-premium Desert Eagle and Nighthawk. The company has also launched the X-Factor range, which includes the X1, X2 and X3 e-bikes.<br /><br />The e-bikes are aimed at cities like Bengaluru and Gurgaon that are infamous for traffic congestion, especially during office hours. EMotorad has claimed that the e-bikes have been “Made in India”. <br /><br />“We are thrilled to be a forerunner in the premium e-bikes space in India. The striking concept with boosted performance and premium design makes it an exceptional choice for riders. Integrated with disruptive technology will further equip the rider with excellent agility and control in the journey of fitness and adventure,” said <keyword id="606894" type="General" weightage="50" keywordseo="kunal-gupta" source="Orion">Kunal Gupta</keyword>, co-founder and chief executive officer, EMotorad.<br /><cmsannotation type="cmsannotation" annotationid="EMotorad Desert Eagle and Nighthawk price" comment="subhead" text="EMotorad Desert Eagle and Nighthawk price"><span data-til="noop"><keyword id="16145893" type="General" weightage="50" keywordseo="emotorad-desert-eagle" source="Orion">EMotorad Desert Eagle</keyword> and Nighthawk price</span></cmsannotation><br />EMotorad has priced the Desert Eagle and Nighthawk at quite a premium. The Desert Nighthawk has been priced at ₹4,75,000 and the Nighthawk has been priced at ₹5,00,000. For context, the Ather 450X, one of the premium electric scooters is priced around ₹1,60,000.<br /><cmsannotation type="cmsannotation" annotationid="Desert Eagle and Nighthawk specifications" comment="subhead" text="Desert Eagle and Nighthawk specifications"><span data-til="noop">Desert Eagle and Nighthawk specifications</span></cmsannotation><br />Starting with the Desert Eagle, it comes with a 120 mm travel fork and is equipped with a Bafang 250W mid-drive motor that delivers 120 Nm of peak torque. The scooter features an aluminum frame which is durable and comes with a frame-integrated 17.5 Ah battery. It features SRAM shifting, Proven Motion Control damper and front and rear disc brakes.<br /><br />    <div type="image" title="Nighthawk" msid="97137298" hostid="261" caption="&amp;lt;p&amp;gt;EMotorad Nighthawk&amp;lt;/p&amp;gt;"></div><br />The top-end Nighthawk comes with an aluminum frame with a 17.5 Ah battery. The e-bike comes with a 150 mm travel fork and is equipped with a 250W Bafang mid-drive motor that delivers 120 Nm of peak torque. The e-bike features fat tires with Tektro disc brakes at the front and rear. The Nighthawk is also equipped with Sram shifting.<br /><cmsannotation type="cmsannotation" annotationid="EMotroad X1, X2 and X3 price" comment="subhead" text="EMotroad X1, X2 and X3 price"><span data-til="noop">EMotroad X1, X2 and X3 price</span></cmsannotation><br />The X1, X2 and X3, which have been tagged as “economy e-bikes” are priced at ₹24,999, ₹27,999 and ₹32,999 respectively.<br /><cmsannotation type="cmsannotation" annotationid="EMotorad X1, X2 and X3 specifications" comment="subhead" text="EMotorad X1, X2 and X3 specifications"><span data-til="noop">EMotorad X1, X2 and X3 specifications</span></cmsannotation><br />The EMotorad X1, X2 and X3 feature steel frames and are equipped with detachable batteries. The e-bikes offer a range of up to 40 km based on the terrain and the rider’s weight.<br /><br />    <div type="image" title="X2 EMotorad" msid="97137320" hostid="261" caption="&amp;lt;p&amp;gt;EMotorad X2&amp;lt;/p&amp;gt;"></div><br />All three e-bikes are equipped with 250W rear hub motors. While the X1 and X2 are equipped with a removable 7.8 Ah battery, the X3 features a frame-integrated 7 Ah battery.<br /><br />While the X1 offers a single level of pedal assist and 12 magnets, the X2 and X3 offer three levels of pedal assist and 12 magnets.<br /><br /><strong>SEE ALSO:<br /><br /><a href="https://www.businessinsider.in/business/auto/news/tata-nexon-ev-vs-mahindra-xuv400-price-range-and-features-compared/slidelist/97118201.cms">Tata Nexon EV vs Mahindra XUV400 – price, range and features compared</a><br /><br /><a href="https://www.businessinsider.in/business/auto/news/auto-expo-2023-upcoming-electric-cars-and-bikes-in-india-in-2023/slidelist/96929819.cms">Auto Expo 2023: Upcoming electric cars and bikes in India in 2023</a><br /><br /><a href="https://www.businessinsider.in/business/auto/news/upcoming-electric-scooters-in-india-in-2023/articleshow/96278794.cms">From Suzuki and TVS to Hero Electric: Here are some of the top electric scooters expected to launch in 2023</a></strong><br />

Indian startup EMotorad launches e-bikes that range from ₹24,999 to ₹5,00,000

<keyword id="10591" type="General" weightage="100" keywordseo="samsung" source="Orion">Samsung</keyword> on Friday announced the launch of a new smartphone -- <keyword id="15777281" type="General" weightage="20" keywordseo="galaxy-f14-5g" source="Orion">Galaxy F14 5G</keyword>, with a segment-only 6000 mAh battery in India.<br /><br />Available in three colours - Black, Green and Purple, the Galaxy F14 5G will be available for purchase from the company's official website and online and offline stores from March 30 at a starting price of Rs 12,990.<br /><br />"Galaxy F14 5G comes with a segment-only 5nm processor and 6000 mAh battery. It supports 13 bands for super-fast 5G connectivity. With many more 'Frevolutionary' features, Galaxy F14 5G is available at a net effective price starting Rs 12,990 and is a game changer in this category," Rahul Pahwa, Director, Mobile Business, Samsung India, said in a statement.<br /><br />The new Galaxy F14 5G features a 6.6-inch Full HD+ 90Hz display providing users with an immersive viewing experience for watching their favourite movies or games.<br /><br />The display comes protected with Gorilla Glass 5, which lets users stay worry-free.<br /><br />Moreover, it comes with Exynos 1330 chipset, which is a segment-only 5nm processor, allowing users to multitask with ease, play games, and do just about anything very smoothly.<br /><br />"With the launch of <keyword id="16831555" type="General" weightage="20" keywordseo="samsung-galaxy-f14-5g" source="Orion">Samsung Galaxy F14 5G</keyword> today, which possesses a 5nm 5G processor to deliver the ultimate performance with a 6000mAh battery, the smartphone experience is only going to get better," Kunal Gupta, Senior Director at Flipkart, said in a statement.<br /><br />It also supports 13 5G bands, which empower users to download, stream, share, and browse all their favourite content at lightning-fast speeds.<br /><br />Further, the Galaxy F14 5G also supports the Voice Focus feature and Samsung Wallet, which provides an all-in-one application for storing your financial applications, personal IDs, and other confidential documents.<br /><br /><b>SEE ALSO:</b><br /><br /> <b><a href="https://www.businessinsider.in/business/startups/news/ashneer-grovers-new-startup-crickpe-is-a-fantasy-sports-app-that-will-also-reward-cricketers/articleshow/98964195.cms">Ashneer Grover's new startup CrickPe is a fantasy sports app that will also reward cricketers</a></b><br /><br /> <b><a href="https://www.businessinsider.in/tech/mobile/news/oneplus-nord-ce-3-lite-nord-buds-2-design-expected-specifications-and-more/articleshow/98948834.cms">OnePlus Nord CE 3 Lite 5G and Nord Buds 2 to launch on April 4 – Here’s all you need to know</a></b><br /><br /> <b><a href="https://www.businessinsider.in/tech/news/chatgpt-plus-subscription-price-benefits-and-more-other-information/articleshow/98803997.cms">ChatGPT Plus subscription launched in India – price, benefits, and more</a></b><br />

Samsung unveils Galaxy F14 5G with 6000 mAh battery in India

<ul><li>48% of e-commerce sales came from mobiles and accessories during December’19 to August ‘20.</li><li>Sales of <keyword id="9999015" type="UNKNOWN" weightage="20" keywordseo="mobile-phones-above-15">mobile phones above 15</keyword>,000 has doubled during the unlock period. </li></ul>With the ease of lockdown and Freedom Day Sales, e-commerce sales for mobile phones that are above 15,000 have doubled up, reveals Nielsen’s latest report titled COVID-19: Evolving <keyword id="901027" type="PERSON" weightage="20" keywordseo="consumer-trends">Consumer Trends</keyword>. <br /><br />Mobiles continue to enjoy nearly half of the share (48%) of online sales and smartphones with price range &gt;15K range have doubled in this period indicating consumers need for staying connected with uninterrupted access to media and communication.<br /><br />  <div type="image" title="nel report e-comm" msid="78315898" hostid="261"></div><br />There is also a 26% increase in order contribution in home appliances and electronic gadgets. Improving ease of living at home is reflected in increased sales for appliances and electronics.<br /><br />Fashion, on the other hand, has seen a slump in sales despite season sales. Less than Rs.500 Fashion/ Apparels have grown by 28% and now contribute to 40% of the category as shoppers lower spends from Rs.1000 or more. This is<br />resulting in slow recovery despite the slight boost from the sale period in June.<br /><br />  <div type="image" title="nel report fashion" msid="78315873" hostid="261"></div><br />In the e-commerce space, major categories such as fashion witnessed a restrained recovery and there has been greater demand for mobile, home appliances &amp; electronics online during the unlock period. This is a result of pent up demand from lock down, coupled with recent sales by e-commerce players. The steep jump in sales by 1.3X<br />times during the ‘freedom sale’ in August indicates consumer sentiment towards deal seeking and price consciousness.<br /><br />“The E-Commerce channel is seeing a “sale” triggered cautious recovery. The shoppers today are anticipating and holding back their purchases for sale periods. While some categories such as home appliances are seeing a pent up<br />demand in lieu of safety and personal home convenience. We believe the festive season will see a big release of this pent up demand with e-commerce players gearing up for the upcoming sale season," Kunal Gupta, Lead, Consumer Intelligence, South Asia, Nielsen Global Connect. <br /><br /><strong>CxOs lean towards innovation</strong><br /><br />64% of CxOs agreed that they are planning to modify their innovation pipeline in the unlocking period. <br /><br />    <div type="image" title="nel report innovation" msid="78315953" hostid="261"></div><br /><strong>New entrants </strong><br /><br />After the lockdown, in the period between March’20 and August’20, around 1897 new brands have forayed into the health and <keyword id="9999016" type="PERSON" weightage="20" keywordseo="hygiene-category">hygiene category</keyword>. Home-cooking category saw 125 new entrants. <br />    <div type="image" title="nel report new baskets" msid="78316009" hostid="261"></div><br /><strong>CxOs speak about strategy shift</strong><br /><br />With the lockdown easing up, challenges that businesses were faced with are seeing some respite, as claimed by industry leaders in a study undertaken by Nielsen in the second half of Sep 2020. Bringing production upto speed, difficulty in sourcing raw materials, challenges to get products to retail outlets, limited opening hours/ store<br />closure were the key challenges faced during the lockdown. With the economy unlocking, some of the big challenges that keep the leaders worried are the limited opening hours of outlets in a day and decline in consumer demand. Majority of the corporate leaders are now optimistic of an improved business environment, with two-thirds anticipating a positive impact on their businesses over next four months i.e. rest of calendar 2020 - incidentally this period coincides with festival season in India!<br /><br />In this constantly evolving situation, new consumer needs have emerged that businesses are continuously working to address the same. Some of these emerging consumer trends are increased adoption of e-commerce and seeking products delivering protection for self and family from germs/ bacteria. Apart from these, consumers are actively looking out for safety and hygiene practices at various consumer touchpoints.<br /><br />These consumer needs are resonating with corporate leaders, who are crafting strategic actions viz. increased engagement and investments on expanding digital footprint, reprioritisation of capacity to rationalise product mix, and review communication strategy to convey safety/ health/ hygiene benefits. Companies need to address emerging health and safety trends of the consumers. As consumers are more homebound and relying more on online services, increasing digital and online investments could be beneficial. Companies unable to provide products that can fit the adjusted wallet and price sensitivities may ultimately lose long-term traction<br />with core users. With dynamic times, it will be critical for manufacturers &amp; service providers to be close to the changing consumer trends and behaviour and adjusting strategies accordingly.<br />

E-commerce sales for mobile phones that are above 15,000 have doubled up: Report

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Getty</span></p><p class="caption">Facebook CEO Mark Zuckerberg.</p></div><p></p></div></div></p><ul class="summary-list"><li>The ad tech firm Polar says it's built a solution to help struggling online publishers by beating Facebook at its own game.</li><li>It built tech that uses an advertiser's social creative for ads on publisher pages, and says they outperform traditional banner ads and Facebook itself.</li><li>The hope is that the success of these ads will get advertisers to shift some of their spending from Google and Facebook, which have been hoovering up digital ad dollars, to the publishers.</li><li><strong><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</strong></li></ul><p>Big <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">media</keyword> companies are struggling for their survival as Google and Facebook gobble up most of the digital <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> pie.</p><p>Polar, an ad tech company, says part of the problem is that the <a href="https://www.businessinsider.com/facebooks-advertising-advantage-is-in-its-creative-formats-2019-7">ad creative on Facebook is just way better</a> than standard web ads because they're so visual and interactive. So it built a format called Social Display, which basically takes an advertiser's Facebook, Instagram, and Twitter creative and repurposes it for web ads, and it says they perform better than publisher's traditional ads and Facebook itself.</p><p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/the-information-hired-former-spotify-ad-sales-director-chris-bowlby-2019-9">The Information has tapped Spotify and BuzzFeed execs as it looks to double its business team</a></em></p><p>Polar made the tech available to the rest of its publisher clients starting this year after an exclusivity period with News Corp and Verizon Media.</p><p>Since then, 120 Polar clients including Bloomberg, Vox Media, and NBCUniversal have sold the product to 1,500 advertisers across 2,500 campaigns, said Kunal Gupta, CEO of Polar. </p><ul><li>The pitch to publishers is that these ads can solve banner blindness and make their display ads more compelling to users, and hence, advertisers.</li><li>For advertisers, the pitch is that they can create these ads with no extra work or cost to their Facebook ads.</li></ul><p>"Banner ads have been ignored by users but also by advertisers - they haven't invested in the format," Gupta said. "The advertisers love the idea of, you build it once and reuse it. So we engineered a solution where the advertiser doesn't have to spend more money."</p><h2>Polar says its ad format outperforms old-fashioned banner ads</h2><p>Polar says that across those 2,500 campaigns, the engagement rate - 0.6% - is far higher than that of standard banner ads. (The rates vary by industry, but Google has estimated click-through rates for banner ads to be as low as an abysmal 0.05%.)</p><p>Polar also says its Social Display ads have an average view time of 9 seconds - compared to the 1.7 seconds Facebook <a href="https://www.facebook.com/business/news/insights/capturing-attention-feed-video-creative">says</a> its users spend with a piece of content on mobile and 2.5 seconds on desktop.</p><p>Gupta hopes results like that will get advertisers to shift some of their Facebook ad budgets to publishers.</p><p>Social Display is a "significant opportunity" to shift back some of the ads going to social platforms, according to Steve Sottile, president for North America at social video ad platform Unruly, whose parent News Corp helped develop the ad format.</p><p>Mike Rucker, creative director of NBC News Brand Studio at NBCUniversal, said users are interacting with the ads far more often than they are with standard display ads. He speculated that's because people scroll more slowly on NBCU's sites than they do on social media and the social-like format stands out.</p><p>"There's no denying the big dogs are getting more of the pie, so there's a growing sense of urgency for brands in how to capture attention and for publishers, to retain and reclaim those dollars," he said.</p><h2>Social Display ads don't solve other publisher problems, though</h2><p>It's tempting to think old-media companies could thrive by beating Facebook at its own game. But there are other obstacles keeping publishers from shaking loose advertising from Facebook.</p><ul><li>Even if the ads perform well, publishers can't compete with Facebook on scale, audience, and targeting.</li><li>The Social Display ads are suited to advertisers that need to drive awareness but less so to performance-focused marketers. </li><li>Publishers have to fight inertia from ad agencies and marketers who are entrenched in habitual ways of buying media.</li><li>Publishers also might have to deal with turf wars between competing agency teams that might both lay claim to buying such ads.</li><li>Plus, there could be resistance from agency staffers who make banner ads and could find themselves displaced by the new ad format.</li></ul><p>Marcus Witte, SVP of business practices at Cadreon, IPG Mediabrand's ad tech unit, said Social Display is an easy way for advertisers to extend their social campaigns, and the units perform well, but they're limited to the number of publishers running them. "You can't get millions of impressions," he said.</p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/stories-slide-deck?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=instagram&amp;itm_campaign=stories-slide-deck"></a></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/why-hurricanes-spin-counterclockwise-2017-9">Here's why all hurricanes spin counterclockwise in the northern hemisphere</a></h3>        <div>                    </div>    </div>

An ad tech firm says it's helping publishers like Bloomberg and Vox Media punch back at Google and Facebook - by stealing a tactic from Facebook

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Getty</span></p></div><p></p></div></div>Apple has introduced a new ad format for sponsored posts that will appear in users' news feeds alongside articles in the Apple News app. </p><p>Apple revealed the new ad format in a developer <a href="https://developer.apple.com/news-publisher/iad/Creative-Specifications.pdf">specification document</a> for Apple's in-house mobile <keyword id="35666" type="COMPANY" weightage="60" keywordseo="advertising">advertising</keyword> platform updated in March. </p><p>According to the new native banner format, sponsored ads will "display directly in the content feeds, inline with News articles," and can link to an article in the News app.  The advertising format is available for both the iPhone and iPad versions of Apple News. </p><p>The ads will be set in the same font as other articles in the News app, except for a small "sponsored" tag. The ads are "<span class="s1">intended to blend in with their surroundings</span>," the document reads.</p><p>Here's the example provided for a sponsored post banner: </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>BI Screenshot/Apple</span></p></div><p></p></div></div></p><p>Currently, publishers can upload sponsored content to Apple News, but they must flag those stories as native content in metadata, or publishers could find their Apple News access suspended. </p><p>"Publishers that participate in Apple News put an RSS feed into Apple News. That feed is essentially a feed of content and some of those pieces of content might be branded content. The onus is on the publisher in that case to very clearly label and title that content," Kunal Gupta, CEO of advertising tech firm Polar, told Business Insider. <a href="http://polar.me/mediavoice/">Polar</a> is currently "exploring" adding Apple News support to its native ad platform. </p><p>But there is almost no sponsored content on Apple News today, perhaps because publishers are unclear how to monetize it.</p><p>The new ad format would clearly label branded content in the app, as well as give publishers a new way to sell and promote sponsored posts, although it would come at a cost: Apple keeps 30% of the revenue it produces through iAd. </p><p>The updates are another sign that Apple is working on providing ways for publishers and advertisers to monetize the new content platform. </p><p>In January, <a href="http://www.reuters.com/article/us-apple-news-idUSKCN0V42E3">Reuters reported</a> that Apple was planning to give publishers the ability to make content in the news app available only with a subscription. The same month, Apple <a href="https://developer.apple.com/news/?id=01152016a&amp;1452895272">announced</a> that it had disbanded its iAd sales team in a move to make its ad platform completely automated and self-serve for publishers. iAd is currently the only way to fufill advertisements on Apple News.</p><p><span>The new format may also be a reaction to<a href="http://adexchanger.com/native-advertising-2/ftc-issues-native-ad-enforcement-policy-disclosure-must-precede-the-click/"> new FTC guidance passed</a> in December that forces advertisers to clearly mark content as sponsored. Although the policy is targeted at advertisers, <a href="http://adexchanger.com/native-advertising-2/ftc-issues-native-ad-enforcement-policy-disclosure-must-precede-the-click/">the policy covers</a> "everyone who participates directly or indirectly in creating or presenting native ads," including Apple.</span></p><p>Apple News will be updated as part of the the latest version of iOS, expected to be released next week. Eddy Cue, the Apple executive in charge of online services, told the Wall Street Journal that 40 million people had used the <a href="http://www.wsj.com/articles/apple-news-app-is-off-to-a-rocky-start-1452474159">Apple News app</a> in January.</p><p>Apple did not return a request for comment. </p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/obama-apple-fbi-encryption-sxsw-video-2016-3">Obama on encryption: "It's fetishizing our phones above every other value"</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="MxeXR4MTE6bm_-x5EQhx8oTIFnVsV2ti" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Apple News will soon get 'native' ads that look like articles

<p class="p1"><span class="s1"><div class="KonaFilter image-container display-table float_left float_right"><div><div class="image on-image"></div><p></p></div></div></span></p><p class="p1">Most online publishers use some form of native <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> - ads that look like news stories - to grow revenue. It is accepted practice to declare that this content is sponsored by a company, so that readers can differentiate between what is and is not news.</p><p class="p1">However, the way in which many publishers declare these ads could be "complicit with deception," <a href="http://www.tandfonline.com/doi/abs/10.1080/00913367.2015.1115380?journalCode=ujoa20">according to a new study</a> by Bart Wojdynski, director of the digital media, attention, and cognition lab at the University of Georgia.</p><p>Wojdynski and Nathaniel J. Evans, assistant professor in advertising at the same university, <a href="http://www.tandfonline.com/doi/abs/10.1080/00913367.2015.1115380?journalCode=ujoa20">led the study</a>, which found&#xa0;that 60% of readers did not notice the sponsor disclosure label placed at the top of sponsored articles.</p><p>It also showed that r<span>eaders are seven times more likely to recognize the labels that use some form of the words "advertising" or "sponsored," than those which use more vague phrases like "brand voice" or "presented by."</span>&#xa0;Overall, only 20% of people in the study were aware that they were reading advertising, rather than objective, editorial content.</p><p>Many readers who notice the disclosure label are unaware that it is linked to the content of the article, thinking instead that they are looking at an unconventionally-placed banner ad, Wojdynski told Business Insider.</p><h2>Advertisers are being "complicit with deception," according to Wojdynski</h2><p>This level of ambiguity could have consequences on how much we trust the organizations who give us news.</p><p>Wojdynski said: "I think the advertisers are well aware that they benefit from some ambiguity in the consumer's mind about whether or not it's paid advertising. Otherwise they'd put, in really big letters, right across the top: 'This is a paid advertisement from the company name.' They don't want to do that because they know that consumers habituate themselves to ignore advertising online."</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image"></div><p></p></div></div>He added that it is too early to say whether the forecast increase in native advertising spend - <a href="http://www.techinsider.io/spending-on-native-ads-will-soar-as-publishers-and-advertisers-take-notice-2014-11">rising from $7.9 billion in 2015 to $21 billion in 2018, according to BI Intelligence</a> - will affect the credibility of the news organization's journalism.<p>He added: "It's not necessarily misanthropy on the part of the advertiser. I think in some cases the refusal to make things potentially clearer is a kind of tacit ... they're being complicit with deception."</p><h2>Position and language of disclosure</h2><p>Anna Watkins, managing director of The Guardian's sponsored content division, Guardian Labs, told Business Insider: "If the lines and labeling for sponsored content are not clear then you risk undermining the trust of the reader. This is why we are so black and white about what is editorially independent and what has advertiser influence."</p><p>She added: "The Guardian has <a href="https://www.theguardian.com/info/2016/jan/25/content-funding" target="_blank">very clear guidelines</a> on how it labels branded content. We only use two labels - 'supported by' and 'paid for by' - which distinctly demonstrate what content is editorially independent and what has advertiser sign-off."</p><p>However, even within The Guardian's guidelines, there is room for confusion: it may not be immediately obvious that "supported by" refers to advertising, for example.</p><p>In Wojdynski and Evans' study, where 242 readers were given sample native ads, the terms "advertising" and "sponsored content" were seven times more recognizable than "brand voice" and "presented by."</p><p></p><div class="KonaFilter image-container"><div class="image"></div><p></p></div><p>Another issue is the placement of the sponsorship disclosure. Wojdynski and Evans' study suggests it is clearer to put the disclosure in the center of an article surrounded by a box (90% recognition,) rather than at the top of the page (40% recognition,) or at the bottom of the page (60% recognition.)</p><h2>So what are the rules?</h2><p>The Federal Trade Commission (FTC) recently released <a href="https://www.ftc.gov/tips-advice/business-center/guidance/native-advertising-guide-businesses">guidelines</a> for native advertising, which aim to prevent "unfair or deceptive practices."</p><p>This week, the FTC showed it was serious, after <a href="https://www.ftc.gov/news-events/press-releases/2016/03/lord-taylor-settles-ftc-charges-it-deceived-consumers-through">ruling that fashion retailer Lord &amp; Taylor broke the rules </a>when it failed to disclose it paid for an article in <a href="http://www.nylon.com/fashion">Nylon</a>&#xa0;magazine, as well as paying 50 online "influencers" on Instagram to post photos of the dress.</p><p>There was no fine at this stage, but the FTC made clear that it has the ability to impose a $16,000 penalty per violation. Lord &amp; Taylor is&#xa0;now required to launch an "internal monitoring program" and submit a report to the FTC to prove it has changed its process.</p><p><strong>See one of the influencer posts below:</strong></p><p><div></div></p><p>In the UK, the <a href="https://www.cap.org.uk/Advice-Training-on-the-rules/Advice-Online-Database/Contextually-targeted-branded-content.aspx#.Vuqp25OLSgQ">Committee of Advertising Practice, which is responsible for writing and maintaining the UK advertising codes, has guidelines</a> which state that&#xa0;advertisers should be "wary" of terms including "sponsorship" and "in association with" and that the ad must be recognizable as such from the start.</p><p>Kunal Gupta, the CEO of publisher technology company Polar, argues&#xa0;that platforms like Facebook, Twitter, Instagram, LinkedIn, and Snapchat, which occasionally host sponsored content, must also take a share of the responsibility for enforcing disclosure.</p><p>"I think platforms are generally going to enforce clear guidelines (that they determine, not necessarily following the FTC), to ensure that <a href="http://adage.com/article/digitalnext/media-win-facebook-cuts-brands-organic-reach/295930/" target="_blank">advertisers are paying for the distribution</a> of their content in these environments," <a href="https://www.linkedin.com/pulse/whos-responsible-disclosure-native-anyways-kunal-gupta">Gupta said in a blog post on Linkedin</a>.</p><p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Sponsored articles are becoming an important part of financially supporting objective journalism, with the <a href="http://uk.businessinsider.com/r-opera-becomes-first-big-browser-maker-with-built-in-ad-blocker-2016-3">blocking of more traditional banner ads becoming mainstream</a>.<p>Commonly-cited successful&#xa0;examples of sponsored content include the Netflix and New York Times feature "<a href="http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html#.VW2LRM9Viko" data-link-name="in body link" data-component="in-body-link">Women Inmates</a>" and the Netflix and Wall Street Journal article "<a href="http://www.wsj.com/ad/cocainenomics" data-link-name="in body link" data-component="in-body-link">Cocaineomics</a>."</p><p>Wojdynski praised sponsored content that is "exactly the type of content their audiences are going to their site for and it just happens to be underwritten by a company."</p><p>However, the effectiveness of native ads is still difficult to measure. "For all the buzz around native advertising, you don't hear a lot about measurement and ROI," executive vice president of the Association of National Advertisers, <a href="http://blogs.wsj.com/cmo/2015/04/17/native-advertising-measurement-is-all-over-the-map/">Bill Duggan, told The Wall Street Journal last year</a>. "The industry would benefit from a deeper understanding of the metrics that matter most for native."</p><p><em>Disclosure:</em> <em><a href="http://www.businessinsider.com/category/sponsor-post">Business Insider runs sponsored posts</a> - the disclosure message is marked at both the beginning and the end of each article using the word "sponsored." Business Insider develops sponsored content with companies whose products and services we think our readers will find valuable or interesting.</em></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/new-boeing-jet-air-force-one-2016-2">Take a tour of the $367 million jet that will soon be called Air Force One</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="4zNWQ2dTq0SJxfj9SagVkmMxd7YoUovg" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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