Native advertising: An elegant evolution or just another paid placement?
Quality sponsored content is nothing new — print publishers such as Esquire and Monocle have been employing successfully for years. But as more digital marketers seek to join into the editorial conversation in a more authentic fashion, what are the new imperatives for creating compelling advertising and respecting the nuances of each medium? How can brands leverage and maximize the “paid as catalyst for more earned” dynamic. What role does good old fashioned creativity play in this new world? What are the limitations of native ads and where can they be improved in the future? The panel, comprised of publishers, a digitally minded brand marketing executive, as well as a noted journalist will discuss and debate the issue.
The participants will have the opportunity to give a 2 minute argument outlining their general thesis of native advertising — relevant to the broader industry and not merely a self-serving plug — followed by a panel discussion and Q&A.
Moderator: Emily Steel (The Financial Times)
Jon Steinberg (Buzzfeed)
Rick Webb (Tumblr)
Joshua Naffman (PepsiCo)
Colin Nagy (The Barbarian Group)
Advertising and Marketing Hub: JWT