The Rise of Native Advertising: Changing the Online Content Landscape
The bar for creative online advertising continues to be raised, as consumers’ content options grow, their time gets more limited and their skepticism of blatant marketing increases. But this is good news for everyone involved: brands will be able to connect to consumers on a deeper level and build loyal and passionate followings, while consumers will continue to be in the driver’s seat in judging content of all kinds - paid or unpaid, organic or marketed. The consumer and the brand are more equal than ever before when it comes to content distribution and messaging. This session will discuss:
How will the rise of native advertising change what metrics brands should look at and the nature of the online content landscape?
How should brand marketers rethink the content of their campaigns in this new era?
What metrics are most important with native advertising?
What are the best platforms for advertiser goals?
Melanie White, Special Projects Editor, ClickZ
Teal Newland, VP of Brand Strategy, StumbleUpon
Jonathan Perelman, Vice President of Agency Strategy and Development, BuzzFeed