Closing Power Panel: “Native Advertising: Technology & Behavior Make the Old New Again”More
Lee Brown, Global Head of Sales, Tumblr
Chris Cunningham, Co-Founder & CEO, appssavvy
Dan Greenberg, Co-Founder & CEO, Sharethrough
Jonathan Perelman, VP, Agency Strategy & Industry Development, BuzzFeed
Katie Szumowski, Sr. Media Director, Turner Media Group
Moderator: Chris Miller, Chief Digital Officer, Draftfcb
The emergence of “native advertising” is a critical moment for brand advertising and agencies. Next year marks the 20th anniversary of the banner ad, but for years now, it has been clear that display advertising, both on the web and mobile, needs to progress beyond the standard boxes where it has been contained. Native advertising delivers a clear alternative to move ad dollars, but more importantly, the ability for advertising’s storytellers to tell a more complete and engaging story. But what is it? How does it work? Does it scale? What do today’s agencies need to know to work in this space? These questions will be answered, and more importantly, this session will demonstrate how advertising native to the experience, whether on the web or mobile, is a great opportunity for agencies to build relationships with brand clients and their consumers in dramatic ways that traditional banners and display ads fail to do. And the proof is in the numbers with results that dwarf the same old, same old, tired display tactics and strategies we all know.
This presentation will include:
Why it matters to you
Examples- the good, the bad and the ugly
How you can be successful in the space
How you need to organize your company/people
Importance of UX
Marriage of Creative, Tech and UX
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