The document discusses the rise of native advertising and defines it as sponsored content that is relevant to consumers, not interruptive, and looks similar to the surrounding editorial content. It summarizes research conducted on consumer behaviors and attitudes toward native advertising versus traditional ads. The research found that younger generations have a strong preference for native advertising and are more likely to interact with brands online. It concludes that native advertising is effective for reaching younger audiences and is likely to continue growing as these generations age.
BOBCM: Best of Branded Content Marketing OBE SummitJustin Kirby
Presentation for SUMMIT OBE 2015, a one day Branded Entertainment conference in Milan with insights from leading Italian brands and latest industry research.
The document discusses how media companies can leverage inbound marketing to engage audiences and increase advertiser revenue. It outlines some of the challenges media companies currently face like lack of qualified sales leads, lack of differentiation from competitors, fragmented content consumption, and loss of print advertising dollars. The document then proposes that inbound marketing can help by generating qualified leads for sales, helping advertisers achieve their goals like more car or insurance sales, learning more about audiences to engage them, and introducing new revenue streams through marketing services packages. It includes perspectives from a panel of media company executives on these topics.
The Yale Center of Customer Insights’ Annual Conference brought together academics and practitioners to discuss forces of change impacting consumers and businesses. Speakers from companies like J&J, Viacom and Spotify discussed how technology is enabling new consumer experiences and empowering audiences. Data provides opportunities but also responsibilities to understand customers. Brands must have a clear purpose and voice to navigate a changing landscape where stories, not campaigns, connect with audiences.
On David Ogilvy, Football, and the Real Meaning of CreativeMichael Moeder
The document discusses David Ogilvy, the "Father of Modern Advertising," and his two fundamental laws of advertising - that the message must come from the consumer perspective and that if an ad does not sell, it is not creative. It argues that most Super Bowl ads, which cost millions, fail by these standards as 80% do not increase sales or interest. In contrast, advertising on public radio has higher rates of positive impact and loyalty from listeners due to the credibility and quality environment of public radio.
The document discusses customer engagement and how it differs from traditional marketing approaches. It uses American Idol as a case study of an effective engagement campaign. Some key points:
1) Traditional marketing relies on interrupt-and-repeat campaigns while engagement focuses on continual connections and conversations to build relationships over time.
2) American Idol harnesses technology and fosters virtual community to complement its TV show, mobilizing and energizing fans in both online and offline spaces.
3) Effective engagement requires a multi-channel approach combining online and offline experiences to establish repeated, satisfying interactions that strengthen emotional connections to a brand.
The document discusses predictions for the future of advertising from various experts and sources. It notes that while new technologies and platforms will continue emerging, the core importance of creativity will remain. Predictions include brands focusing on entertainment over product promotion; evolving storytelling into immersive experiences; finding authentic purposes beyond promotional messages; embracing trial-and-error through rapid testing; and leveraging cultural insights instead of becoming disconnected from culture. The conclusion emphasizes that overcoming indifference through remarkable creative work is what allows brands to write their own futures rather than just predict them.
Do you have a project to launch? The most important step is branding, how to choose the right message, how to find your graphical identity.
Come and join Jack and Yosra for an interactive webinar. Bring your energy⚡️ and positive mood
It's happening this Thursday
17:00 Tunisian time/19:00 Lebanon time.
**
Avez-vous un projet à lancer? L’étape la plus importante est le brandinge, comment trouver le bon message? comment fixer l'identité graphique?
Venez vous joindre à Jack et Yosra pour un webinaire interactif. Apportez votre énergie⚡️ et votre bonne humeur
Ça se passe jeudi 23 septembre,
17:00 heure tunisienne/19:00 heure du Liban.
New Trends in Advertising & MarketingNavin Pamnani
The document discusses new trends in advertising and marketing. It outlines several hot new trends, including going online with targeted digital advertising, courting the baby boomer demographic, using RSS feeds and social media networks to engage customers, advertising in unconventional places, premiumizing brands, blogging to build customer relationships, using CRM to improve loyalty, and mobile marketing. The trends reflect businesses shifting marketing tactics to new media in order to more effectively reach audiences and maximize advertising dollars.
This document announces the 4th Annual Leaders in Communications Half-Day Conference and Networking Drinks event on November 5, 2015 in London. The event will feature a half-day program of sessions on communications strategies and leadership, followed by a drinks reception. Sessions will address the recent UK election results, reputation management, using new media and driving consumer lifestyles, and how communications professionals can gain influence at the board level. The event is intended for senior communications professionals and will be held under Chatham House Rule to encourage open debate.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
Ogilvy Consulting’s “The Annual” is the power of behavioural science applied, showcasing 10 projects worked on over the last year with a particular focus on interventions for brands, charities, non-profits and local governments supporting social outcomes to drive “good”.
Presented by the Behavioural Science Practice within Ogilvy Consulting London, you will discover the insight behind the interventions and how the power of behavioural science and creativity can be used to overcome the stickiest of challenges.
This document discusses trends in transformational storytelling seen at Cannes Lions in 2019. It covers several trends including:
1. Multisensory storytelling and using all senses to engage consumers through unexpected means.
2. The power of social conscience and using storytelling and media dollars to promote equality and social issues.
3. Inclusiveness and ensuring everybody is represented in stories through more empathetic and accessible storytelling.
4. The importance of truth in storytelling as consumers demand authenticity from brands, governments and media.
5. Creating immersive experiences for consumers to interact with brands through world building and bucket list experiences.
The document provides a summary of the key talks, trends, and winners from the 2019 Cannes Lions International Festival of Creativity. Some of the major themes included:
- Brands taking stands on social issues and challenging laws, with winners tackling topics like racism, immigration policies, and child slavery.
- Advertisers focusing on adding more humanity to their messaging by leveraging cultural conversations and partnerships.
- A push for more inclusion and diversity across gender, race, and ability in advertising content and the industry itself.
In 2014, BBDO Belgium was awarded with the title Agency of the Year by Media Marketing. For the first time in the history of the competition, a jury of advertisers and agencies choose the winner based on a entry document.
This is a resume of our entry document.
This is our story of 2014.
This is why we are Agency of the Year.
This is why we are #BBDOproud
Traditional forms of marketing like posters, flyers, and print ads may be becoming less effective compared to digital marketing techniques. As people spend more time online and on their phones, targeted social media ads can reach wider audiences and are more convenient for consumers. Digital marketing utilizes tools like social media algorithms and analytics to create personalized ads that people are more likely to engage with. A survey found that people prefer social media ads over other formats and are more inclined to make purchases from ads on platforms like Instagram and Facebook. As a result, digital marketing will likely continue growing in effectiveness relative to traditional offline marketing.
The document discusses trends in consumer experience from the 2019 International Festival of Creativity. Three key trends are: 1) Co-creation and fluidity, with brands creating experiences for consumers to collaborate on building the brand across channels; 2) Being raw and real by creating authentic messaging that reflects consumers' lived experiences; 3) Sound becoming an important new channel, with opportunities in voice assistants, podcasts, and sonic branding. The takeaways emphasize directly engaging consumers, embracing imperfections in creative, letting consumers help define the brand experience, and developing audio strategies.
Trust, transparency, and honesty were major themes discussed at the 2019 International Festival of Creativity. The document discusses how (1) trust has been compromised in business but can be regained through authenticity, empathy and transparency; (2) technology has empowered consumers who now demand personalized experiences on their own terms; and (3) artificial intelligence needs oversight to ensure it is developed and applied ethically and for the benefit of humanity.
First, brands have little impact and most customers would not care if 77% of brands disappeared. Second, to have impact, brands must listen to customers, demonstrate empathy and care about social issues. Third, brands can influence culture by redirecting conversations around taboos or competitors' missteps. Leading with empathy and purpose allows brands to drive meaningful change.
The document discusses the fundamentals and components of data warehousing and IBM WebSphere DataStage. It covers topics such as data warehousing architecture and lifecycle, data modeling, ETL processing, DataStage installation, job design, parallel job processing, DataStage components like Director and Administrator, data quality stages, and highlights of training on DataStage.
The document describes a four-skills activity that uses the Moodle database module to improve students' speaking, writing, reading, and typing skills. The activity involves students sharing information with a partner verbally for 5 minutes without a dictionary, then typing up their notes for 5 minutes while getting details from their partner. Students then read and comment on classmates' posts, and respond to comments for 5 more minutes. The aims are to create a learning community, improve language fluencies, and become better typists in a blended learning environment. The process provides structure and time limits for each step to make effective use of class time.
Frank Jermusek is the president of Northco Real Estate Services. He grew up in Minnesota where he played sports in high school and learned skills like teamwork. He attended college and developed business skills working for Baker Investments, where he managed investment portfolios. After earning his law degree, Frank worked at a Minneapolis law firm focusing on real estate, corporate, and banking law. He eventually founded and became president of Northco Real Estate Services, which he still leads today.
The document discusses various tools used during the research, planning, production, and evaluation phases of creating a trailer for a genre. During research, YouTube, Microsoft Word, and Popplet were used to gather ideas and analyze stereotypes. Planning utilized Wallwisher, Prezi, PowerPoint, and Survey Monkey to get audience feedback and storyboard ideas. Production employed a camera, tripod, and iMovie for filming and editing. Evaluation presented the final trailer using PowerPoint, Popplet, Bubbl.us, and the camera.
You have 5 years to enjoy 25 days of stay between 15 days at Golden Swan properties and 10 days at Nature Trails properties. You also receive Rs. 5000 in food coupons for Golden Swan properties. The offer allows you to gift stay coupons to family and friends. There is also a 30% weekday room booking discount at all Golden Swan properties for 10 years, along with additional discounts. Contact information is provided to schedule appointments or ask questions about properties.
Featured Golf and Resort Properties FebruaryFrank Jermusek
This document lists several golf course and resort properties for sale, including details on each property such as location, acreage, number of rooms or holes, and price. The properties range in price from $25,000 for residential land lots to $19,950,000 for a resort in Two Harbors, MN with over 100,000 square feet and 234 rooms along 1 mile of Lake Superior shoreline. Contact and property details are provided for commercial real estate broker Frank Jermusek.
This document summarizes a report on supply chain sustainability across countries. Key findings include:
- Supply chains in the US, China, and Italy face high levels of climate risk but suppliers in these countries have an inadequate response. Suppliers in India and Canada also do not do enough to manage climate change risks.
- Suppliers in Brazil have done the least to manage climate exposures and water shortages indicate risks may be higher than assessed.
- Opportunities exist for collaboration to reduce climate risk, particularly in developing economies like China and India where suppliers are highly willing to collaborate and investments yield high returns.
- A sustainability risk/response matrix allows buyers to quickly assess supply chain sustainability at the country level, with
A lista contém nomes de artistas e bandas cristãs de música gospel e louvor. Muitos dos nomes são de artistas e bandas populares como Hillsong United, Casting Crowns e Chris Tomlin. A lista também inclui artistas brasileiros como Marcela Gandara, Elizeu e Eliseu e Ministério Tomados pela Glória.
The document discusses the history and development of the Delhi Metro system. It notes that a 1990 transportation study highlighted the need for a rail-based public transit system in Delhi. The Delhi Metro Rail Corporation was established in 1995 to oversee the construction and operation of the metro. It faced various challenges during construction, such as acquiring land and resolving disputes, but was able to overcome these through measures like enacting legislation and appointing legal teams. The metro was completed ahead of schedule and within budget due to the leadership of E. Sreedharan and techniques like using pre-cast concrete and ballast-less tracks.
This document provides advice on traveling, suggesting exposing yourself to new experiences by hitting the road with an entourage. It also cautions against driving while drunk and instead recommends serving as a guide for others on a tour.
World is magnifique is a magazine talking about news, International professionals and clients of real estate market !
Thank you for your interest in this new magazine who, we hope for it, will know how to give you satisfaction and will can inform you on your personal projects.
Each two months, we shall try to inform you about the evolutions of the world real estate market, to help you to be made a personal relevant opinion.
It aims to create an opportunity of a quick and efficient search of both new Partners - buyers from different part of the World.
This months we are proud to announce properties from dominican republic, italy, Mauritius.
This document summarizes a student's analysis and evaluation of competitor music magazines for the purpose of designing their own music magazine. The student chose rock magazines KERRANG!, NME, and Metal Hammer as competitors since they share the same genre but different target audiences. The student analyzed aspects like front pages, content pages, and feature articles to identify conventions used to appeal to different audiences. Information from the competitor analysis informed design choices for the student's own magazine cover to develop conventions in a way that would attract their target teenage audience.
El documento describe las cuatro estaciones del año - primavera, verano, otoño e invierno - y algunas de sus características distintivas. La primavera trae el despertar de la naturaleza, el verano es la estación más cálida con el sol alto, el otoño extiende su manto sobre la pradera y la sierra, e invierno trae el frío y la grisura.
Building Influence Online for the Travel IndustryAdam Lee
The document discusses how traditional marketing is no longer as effective due to consumers being exposed to thousands of advertisements daily. It argues that modern marketing needs to focus on building meaningful relationships with customers through influential content. This involves creating content that is topical, tells stories, is emotive, targeted, stands for something, and is trustworthy. Examples are provided of how various companies have successfully used social media to build brand loyalty and trust through their customer service approaches and creation of influential content. Common objections to content marketing are addressed, such as an industry being boring or niche, or having a lot of competition, and ways to overcome these objections are presented.
THE COLLAPSE AND REBIRTH OF ADVERTISINGJohn McGarry
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
The document discusses how traditional advertising is becoming ineffective due to changing consumer behaviors and the rapid pace of technological change. Message-centric advertising that interrupts audiences is not as effective as value-centric advertising, which provides people with useful content or experiences that also promote the brand. Successful companies like Netflix, Apple and Kraft are realizing much higher returns by creating valuable content for audiences rather than just messages about their brands. For advertising to be effective in the future, it needs to shift from a focus on messages to delivering real value and utility for people in a way that aligns with brands.
How the crumbling foundation of the advertising industry as we know it is making way for a new, more valuable one.
At 2mrw, we asked ourselves, “What if…”; what if all that advertising money could actually be spent in a more effective way where people benefited more than the advertising industry. To that end, we’re releasing findings through a detailed white paper.
Most global industries have changed and are evolving at a quickening pace due to technological advancements in device and distribution. The film, music, photography, news and media industries will never be the same. These industries continue to evolve dramatically and there have been many winners and losers throughout the process. Why has the advertising industry fundamentally remained the same?
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGZaheer Nooruddin
Digital and Social Media Strategy Excellence at Golin Hong Kong - an integrated communications and marketing agency with a worldwide network. Contact: Zaheer Nooruddin, Head of Digital Innovation, Asia at znooruddin@golin.com
The document discusses various issues related to advertising in Pakistan. It notes that consumers have become smarter and more discerning with many choices. Advertising needs to respect consumers' intelligence and understand what they want. Agencies also need to change and be more creative to break through the clutter. Deceptive advertising practices are highlighted as an issue that needs addressing through ethics. The challenges of marketing to kids and using the right media are also summarized.
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
What people really think about native advertising [Research]Headstream
As part of our recent brand storytelling research, we asked UK consumers a handful of questions about their experience and opinion of native advertising and brand-sponsored content.
Overview of the latest thinking in marketing and audience development for the cultural sector. Developed and delivered by Heather Maitland in association with Audiences North East.
Brand Purpose, Millennials And The Epic Creative That Engages ThemMSL
MSLGROUP and PRWeek convened brand leaders and agency innovators at Cannes Lions 2014 to discuss strategies for engaging today’s millennials through brand purpose and inspired creative.
Leading innovators shared insights on creating authentic connections with millennials and building creative social marketing initiatives that are driving social change.
For more information, please contact: Scott.Beaudoin@mslgroup.com | Share your feedback with us on twitter @msl_group
HWR Media & Communications. New corporate ID, new directions - same great ser...Alan Timms
HWR Media provides advertising sales and media representation services across various platforms including newspapers, digital media, and specialty publications. The document profiles the leadership team at HWR Media including their backgrounds, areas of expertise, and roles within the company. It also highlights some of the media platforms and publications HWR represents, such as local and regional newspapers, newspaper websites, Yahoo!7 digital display advertising, and specialty magazines related to sports, gardening/outdoors, libraries, and seniors (COTA).
Socialab is a digital-first advertising agency that delivers results, offering high quality advertising solutions, based on 360° communication.
Our mission is to lead the brands to success, with the right strategy and creative ideas.
Our 40 member team is a blend of motivated, inspirational young brains and we have already built an impressive portfolio of Greek and foreign brands.
The document discusses how the foundations of the ultimate customer experience were created in medieval marketplaces over 1,000 years ago, with highly personal interactions, immediate feedback loops, and success depending on word-of-mouth reputation. It argues that while mass media disrupted this for a century, digital technologies are reconnecting businesses to these core marketplace values of personal connections and word of mouth. For companies to succeed with digital customer experience requires adopting a "Medieval Mindset" and overcoming cultural impediments within organizations.
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CR.docxwellesleyterresa
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR.docxHOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR
Source: http://www.socialmedia-forum.com/smwf-2015-in-pictures/
Why Ford of Europe’s Vice President of Communications and Public Affairs Mark Truby, a former newspaper business editor, worries about whether his company’s content is worthy of reading aloud over the breakfast table and how the launch of a new car in Germany with just 300 media present became the number one trending subject on Twitter and was watched in full by more than 360,000 people around the world. Ahead of #SMWF this June we wanted to find out more from the man himself:
1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
You have to be really honest with yourself on these questions or you will waste time and effort on the low-value stories. If a story passes those first hurdles, then we ask whether the story – once read or watched – could truly improve our corporate reputation or raise someone’s opinion of our vehicles and technologies. We have all read a story or seen a feature on TV that forever changed our perception of a person, company or organization. We quote it to friends or share it on Twitter.
This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
3)How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amaz ...
The document discusses advertising concepts, definitions, objectives, techniques, forms, and ethics. It provides information on advertising agencies, campaigns, and effectiveness models like AIDA. Some key points include:
- Advertising aims to persuade audiences to purchase products/services or take action.
- Objectives include increasing awareness, sales, market share, and brand recognition.
- Common techniques are repetition, endorsements, emotional appeals, and association.
- Campaigns involve coordinated messages across media over time to achieve objectives.
- Agencies help create, plan, and manage campaigns for advertisers.
- Effectiveness models like AIDA describe the customer journey from awareness to action.
CES 2014 Key Insights for Agencies by Peter Bray, Director of Digital at Saat...Peter Bray
Peter Bray summarizes 6 key insights from CES 2014 that are relevant for advertising agencies. The insights are: 1) "Shop and Awe" marketing uses targeted, frequent messages based on consumer data and profiles; 2) Content needs personalized curation to be more relevant; 3) Native advertising that integrates seamlessly will rise over banners; 4) Data allows recognition of individuals, not archetypes; 5) Budgets should focus 90% on planning vs 10% on reactive tactics; and 6) Brands must engage in two-way storybuilding by listening to consumers.
Marketing in 2014: What You Need to KnowDave Rubin
Do you know what a "Connected Consumer is? How about "The Dynamic Customer Journey?" Are you fully aware of what your "Brand Experience" is and How to build COMMUNITY around experience?
Building a successful Marketing Strategy based around these 2014 concepts is highlighted in this presentation created by Dave Rubin (originally for the 2013 Aspen Live Conference).
This presentation aims to help educate and inspire marketers, business executives, and brand ambassadors looking to build "True Fans and Sustainable Communities."
Pulling from such business and marketing luminaries as:
Brian Solis, Anita Elberse, Seth Godin, The Kelley Bros. and Bob Lefsetz, this presentation should be used as a guide for any and all business looking to grow their brands by speaking with and understanding the communities of today - The Communities that can both make and break business, products and brands.
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
Curious about what a social media manager really does? Our latest presentation breaks down the key responsibilities and daily tasks of this dynamic role. Want to understand more about this essential position? Read the full deck now!
Full blog here - https://digitalmarketingphilippines.com/what-does-a-social-media-manager-do/
Rand Fishkin of Sparktoro broke the news about the Google API Leaks in May 2023. Mike King from iPullRank did what he does best—dissected everything from the leaks. How big was the leak? Around 2,600 pages of leaked internal documentation describing different components of Google's ranking systems and 14,000 attributes or features represented in the documentation.
Here’s why this is important
SEO has evolved dramatically over the last 27 years. Companies like Google have built entire businesses around search, and Google has become the unquestioned leader in search. All
this is starting to change—thanks to GenAI.
Ever since Google started building a search engine, it has shared best practices. But it has never revealed anything more—no algorithms or APIs. That changed recently with this leak.
This matters to you
This checklist matters to entrepreneurs, content creators, website owners, brand managers,
PR professionals, marketing analysts, and SEO professionals.
Understanding how the algorithm works today can help you maintain your competitive edge, optimize opportunities, mitigate risks due to these changes, and make informed decisions on your digital strategy.
This checklist is based on everything I learned from listening to two hour-long webinars Rand and Mike hosted recently.
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxmayurparate000
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
NIMA2024 | Hoe Danone Trends vertaalt naar Strategie voor het versterken van ...BBPMedia1
Develop a category & retail vision to drive business impact today
Join Arnoud from Danone and Tris from Ipsos Strategy3 as they guide you on a journey through the art of leveraging trends and foresights to craft a category and retail vision. Discover the crucial need of future readiness, and understand how the future can lead to new opportunities, here and now. Be prepared to unlock the future potential of your enterprise!
How to Rethink the Way you use Instagram to Drive Sales and Customer Engagement
If you’re using Instagram to build or grow your business this presentation is for you. Navigating Instagram campaigns doesn't have to be overwhelming. By understanding the right strategies, you can turn engagement from a time-consuming task into a powerful tool for driving sales and a deeper understanding of your customers and fans.
Key Takeaways:
Running campaigns on Instagram can be and should be easy and effortless
Every post is an opportunity to collect valuable information to empower you to make more strategic choices
The power of giveaways on Instagram to drive engagement and first party data
Top 7 PPC and SEO strategies to drive more traffic and conversions. Most companies already own the data, let's share the data and boost the performance of both channels.
Key Takeaways:
Why PPC and SEO teams should strategize together7 ways PPC and SEO can work together to drive even more conversions
Struggling to get high-quality backlinks? Our latest presentation reveals the strategies you need to succeed in 2024. Learn practical tips to boost your SEO and elevate your website’s authority. Click below to access the full presentation!
Full blog here - https://digitalmarketingphilippines.com/how-to-get-high-quality-backlinks-in-2024/
PHP (Hypertext Preprocessor) is a widely-used open-source scripting language that is particularly suited for web development and can be embedded into HTML. It is primarily used for server-side scripting but can also be used as a general-purpose programming language. PHP is renowned for its simplicity, flexibility, and ease of integration with various databases and web servers, making it one of the most popular languages for building dynamic websites and web applications.led by Mr. Hirdesh Bharadwaj, is an ideal choice for summer training in PHP in Delhi. With Mr. Bharadwaj's extensive 15 years of experience in the field, Webs Jyoti offers top-notch training in PHP development.
One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects.Ducat offers comprehensive PHP training with a strong focus on practical implementation and live projects. Their course covers the latest industry standards and trends, ensuring that students are well-prepared for job placements .
Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Voice Search Optimization ACIL Computer Education: Known for its industry-standard training, ACIL offers various PHP courses ranging from basic to advanced levels. They emphasize hands-on training with real-world simulations and provide job assistance and placement guarantees for certain courses.
APTRON Gurgaon: APTRON offers a well-structured PHP course with modules on basic to advanced PHP concepts, webs jyoti, and CodeIgniter. They also provide live project experience and job placement assistance.
SLA Consultants India: SLA offers an advanced PHP training program designed by experienced professionals. Their course includes live projects, instructor-led classroom sessions, and extensive practical exposure to ensure students are industry-ready .
Each of these institutes has its own strengths, so you might choose one based on specific criteria such as course content, faculty experience, or placement records.Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Webs Jyoti ensures that students receive top-notch education and support to kickstart their careers in coding and software development.One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects. Mr. Bharadwaj's extensive 15 years experien
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Fostanak dresses are crafted to make every woman feel like a queen, exuding confidence and embracing her unique beauty. Whether you're attending a special occasion or seeking everyday elegance, Fostanak offers a dress that captures your individuality and celebrates your femininity
Top 10 Cases of Amnesia A Journey through Memory Loss.pptxelizabethella096
Amnesia, the loss of memory, is a fascinating and complex condition that has captured the imagination of scientists, storytellers, and the general public alike. It can be triggered by various factors such as brain injury, psychological trauma, or even certain medical conditions. This article delves into ten intriguing cases of amnesia each offering unique insights into the human mind and the fragile nature of memory.
2. THENATIVEAGE–HERE’S
THESCIENCE
• We conducted a consumer survey of
2,000 people with the aim of
understanding current online behaviour,
current engagement with brands online,
key success factors of brand engagement
online, and most importantly, the
perception and appeal of native advertising
versus traditional advertising through
creative testing.
KEYFINDINGS
• We produced a clear definition of native
advertising.
• We discovered a generational shift in the
way people respond to native advertising.
• We identified what works – and what
doesn’t.
• We pinpointed key examples of best
practice.
• We developed a conclusive blueprint for
successful native advertising.
RESEARCHOBJECTIVES
• To produce a definitive body of work
giving a true insight into native advertising,
present and future.
• To help the industry move towards a clear
definition of native advertising.
• To clarify best practices in native
advertising.
• To produce guidelines on how to
succeed in native advertising.
CHALLENGES
• There is a lack of knowledge about the
subject – even within the industry.
• There are wide and varied
understandings of the term ‘native
advertising’.
• Different stakeholders are competing for
ownership and have challenging
viewpoints.
• There is a need for collaboration – to
bring together different skillsets.
• The balance of power shifts as we identify
the key primary skills.
METHODOLOGY
• We carried out a series of in-depth
interviews with media owners, brand
marketers, marketing directors, agency
heads and opinion leaders.
• We surveyed a range of experts - 20
media owners, editors and journalists, 20
brand marketers, marketing directors and
CMOs, 20 agency heads and senior
decision makers, and five bloggers.
3. LETUSINTRODUCEYOUTOTHE
TOTHENATIVEAGE
Here we will look to define Native
Advertising? Is it a meaningful trend that's
here to stay? Or simply the latest
buzzword? Should you be doing it? And if
so, how and why?
Welcome to AOL UK's 'Native Age'.
The separation of ‘Church’ and ‘State’ in
the media world is a long held truth.
The Church, that is, journalists, their
opinions and stories, and The State, media
entities and their advertising, co-exist in an
arm’s length relationship; related, but
divided.
Today, we believe that metaphor is broken.
Why? The emergence of Native
Advertising.
We believe the failing of the ‘old media’
metaphor of Church and State metaphor
excludes you - the congregation.
Historically people were on the outside
looking in, a passive audience to be
preached to whether by editor or
advertiser.
Today, on sites like the Huffington Post,
and across the media spectrum, readers
are taking an increasingly active role in
finding, editing, writing and recommending
their news and entertainment online.
These new forces in storytelling and
editorial are forcing media owners and
marketers to rethink the old models, and
define new ways in which the Church,
State and Congregation can interact.
As one of the leaders in this new paradigm
of media, we have set out to define the
new era of Native Advertising, with a
particular focus on what it means for
advertisers and marketers.
• Listen to a key audience of media
owners, brand marketers, marketing
directors, agency heads and opinion
leaders – and tap into their unique
perspectives.
• Take a look at our intriguing expert
survey of 20 media owners, editors and
journalists, 20 brand marketers, marketing
directors and CMOs, 20 agency heads
and senior decision makers, and five
bloggers.
• Examine the thought-provoking results of
our consumer survey of 2,000 people,
which gives us huge and valuable insights
into the perception and appeal of native
advertising versus traditional advertising.
Delve into their current online behaviour,
and their current engagement with brands
online, and we’ll help you discover the key
success factors of brand engagement
online.
4. NATIVEADVERTISING–
WHATISIT?
Native advertising is:
sponsored content, which is relevant
to the consumer experience, which is
not interruptive, and which looks and
feels similar to its editorial
environment.
The quality of that content is key in the
Native Age - it has to be great content
that the consumer wants to read,
watch and share.
Sean King, CEO of Seven, an
award-winning content marketing agency,
says: “The content agenda is really massive
now… Everybody is talking about content.
Everybody. If you are a social media editor,
a digital agency, media editing, an ad
agency, a PR agency, they are all talking
about content.”
We believe transparency is also vital; native
advertising needs to be clearly signposted
so that users know the content is funded
by a brand. The Atlantic magazine’s
Scientology advertisement, the social
media backlash and the media’s
subsequent apology serves as just one
example of how readers expect this
transparency, and of how media owners
must recognise their responsibilities in this
space.
So we’ve given you a
definition – now we’re
going to show you
what to do with it.
It’s here already – but you may not
know it yet. You may not know what
it’s called. You may not know what it
looks like. But you’ve probably
experienced it. And that’s the beauty of
native advertising.
However, we believe a common definition
of Native Advertising will be crucial to its
future uptake and success across the
industry. A true definition will give
consumers, marketers and brands
confidence in the model.
As Phil Reay-Smith, Head of Media at
Ogilvy PR, says: “Native advertising is one
of those phrases that people use a lot, but
don’t always understand. So it does
demand defining.”
We conducted a series of fascinating
in-depth interviews with industry experts
and they all agreed it’s a commercial
buzzword that most consumers are not
aware of – even if they’re engaging with it.
Carla Buzasi, editor-in-chief of the
Huffington Post, says: “If you are logging
onto a website at the moment, chances
are at some stage you are going to come
across native advertising, you just don’t
know it. This is about a client’s wish to get
closer to and talk to <people> in a more
natural way than they have done in the
past.”
From our extensive research we can now
show the industry a clear definition of what
native is.
5. EXAMPLESOFGREATNATIVE
ADVERTISING
Brilliant native advertising is already here.
Here are three examples, one from
HuffPost, and two broader examples.
We believe all three work are powerful
because they successfully hit the
crossroads of readers’ interests and the
brand’s agenda – the core of great Native.
HUFFINGTONPOSTANDICELAND
Inspired by Iceland was a cross-platform
campaign launched by AOL in partnership
with the country’s tourism board, Promote
Iceland. The Huffington Post UK launched
an “Inspiration” section, which allowed
brands to communicate with consumers
through video, blogs and social media. We
pulled together a host of inspiring content –
editorial, features, videos, galleries, blogs –
creating a destination site where Iceland
could open its doors to the world with
superb content that people could really
connect with.
Key Results:
#1 Iceland’s appeal as a holiday
destination increased by 69%
#2 Consideration of Iceland as a
holiday destination increased by 130%
#3 Consideration of Iceland as the ‘trip
of a lifetime’ increased up 74%
6. EXAMPLESOFGREATNATIVE
ADVERTISING
THEATLANTICANDPORSCHE
Where Design Meets Technology was a
partnership between The Atlantic and
Porsche, aiming to illuminate the
intersection of contemporary design and
trailblazing technology. Sponsored photo
galleries, in-depth blogging and online
chats, which highlighted the innovation and
trends being developed.
REDBULLANDYOUTUBE
Red Bull’s Stratos Project is arguably the
poster child of content marketing and
Native Advertising, even if we don't all enjoy
similar stratospheric budgets. We all know
it was remarkably successful, with 8 million
views of skydiver Felix Baumgartner’s jump
from the edge of space. The brand helped
create and fund the mission which went
further than a normal marketing campaign;
it was a genuinely fascinating project in its
own right. This campaign took the idea of
quality content to a whole new level.
7. GENERATIONN–
THENATIVEGENERATION
• Crucially, published brand content is most
likely to have a positive impact on young
people’s relationship with a brand. More
than a quarter of 18-24s said published
brand content was most likely to make a
brand appeal to them, compared to an
11% average.
• The younger audience says the most
important thing in online advertising is
interesting and useful content (35%)
followed by entertaining and fun content
(28%).
• This age group is much more likely to
interact with brands online. Almost half of
18-24s interact with brands online
compared to only a quarter of the 64+ age
group.
• More than half of the younger audience
agreed that online ads could be interesting
and useful, compared to just one in five of
those aged 64+. Similarly half of those
aged 18-24 agreed that online ads could
be fun and entertaining – again falling to
one in five of those aged 64+.
• Almost a quarter (24%) of the 18-24 age
group said they would be most likely to
interact with Facebook sponsored stories,
compared to an average of 15%. The next
most popular among this age group was
published brand content (19%, compared
to a 9% average). This young age group
was less likely to interact with a standard
display ad (9%, compared with an average
of 15%).
The emergence of a new advertising
paradigm heralds the emergence of a
new generation of people who strongly
favour it.
They may not know the term “native
advertising” – but our research reveals
that young people love it. They see it,
they emotionally engage with it, and
they have a strong preference for
Native over traditional advertising.
Our study proves that this new native
generation - Generation N - actively
wants to interact and engage with
brands online.
With this report we can reveal a very strong
correlation between age, online behaviour
and the performance of native advertising.
Generation N perceives native advertising
as more appealing than traditional ads;
they get their news mainly online; social
media is hugely important to them; and
they see online advertising generally in a
much more positive light than older people.
Older consumers, raised in a pre-internet
world, still get their news mainly offline and
are not familiar with most social media
platforms.
They have less interest in interacting and
engaging with brands online, and perceive
online advertising in a more negative light
than younger people do. They prefer
traditional advertising over native ads.
8. GENERATIONN–
THENATIVEGENERATION
Carla Buzasi, editor-in-chief of the Huffington Post, says this young audience is
clearly crucial and brands need to find new ways of reaching out; and that’s why
native advertising is already working for the HuffPost.
“There are actually brands out there who want to reach that young audience and cannot find
them anywhere else,” she says.
“But they can find them on Huffington Post. So you bring that brand to that audience around
something, a theme that they are passionate about and that is when you create magic.”
Generation N is a digital generation, with a whole new set of habits, passions and a
completely different way of life to that which has gone before. Generation N demands
something new – something Native.
9. THENATIVEAGEISHERE
TOSTAY
So native advertising is crucial today for reaching
our often elusive younger audience. And as this
generation grows up and keeps its media
preferences, Native is set to grow and grow.
According to George Bryant, MD of content
agency Brooklyn Brothers, the best is yet to come:
“Those people who are creating the best native
marketing recognise that the best hasn’t been
done yet.”
Carla Busazi, editor-in-chief of the Huffington Post,
says: “I think Native is working well for the brands
that are prepared to experiment and I think that
every brand has that capacity but a lot of them
aren’t doing that yet, because they are nervous.
“But if they continue with that tried and tested way
and everyone else has moved on, including
consumers, they are going to get left behind.”
Brands must join the Native Age before they get left
behind. Marketers need to seek out those with
editorial skills who can help them cross the divide,
and media organisations need to stop seeing
native advertising as the “dark side” and embrace it
as their saviour.
Just as today we all hold on to many of our
media habits developed around the
emergence of television as a mainstream
channel of communication in the 40s, 50s
and 60s, so today’s teenagers, 20- and
30-somethings will take their predilection
for Native advertising into their later life.
They are not going to suddenly revert to
preferring banner ads. We believe this
audience’s preference for Native
Advertising is here to stay; and when you
factor in natural demographic forces and
progress, this is an audience and a
preference that will continue to grow.
Preference for Native is not about age
per se; it’s about a generational shift
which has only just begun – and it’s set
to have long-lasting effects.
10. GREATNATIVEADVERTISING–THE
FOUNDATIONSOFANEWEMPIRE
Experts and consumers are
completely agreed on the key success
factors of native advertising – and we
can now share them with you.
1. Tell a great story – be interesting and
engaging
2. Be entertaining – Generation N is
crying out for entertainment
3. Align with consumers’ interests –
tap into their passion points
4. Be relevant to current online activity
– don’t interrupt
5. Be clearly signposted – don’t try to
fool anybody!
• At the heart of native advertising is
fantastic content that people want to
consume, want to read, to share, to
comment on, to interact with. This is where
editorial skills can rise head and shoulders
above the traditional story telling skills of an
advertising creative. Journalists know what
makes a great story and how to tell it right.
They can produce content that makes
consumers feel inspired and entertained.
Content that engages consumers on an
emotional level. What matters to readers?
What is going to make them smile? What is
going to make them think? What will they
share with their network? These are
questions journalists ask themselves
hundreds of times every day.
Let’s remind ourselves of our definition:
Native advertising is:
sponsored content, which is relevant
to the consumer experience, which is
not interruptive, and which looks and
feels similar to its editorial
environment.
And let’s also accept it has an emerging
and crucial role for a younger audience
today, and a growing audience tomorrow.
We know what it is, and we know why it's
so important to the future of marketing.
But how do we do it?
Media agencies and creative agencies
need to brace themselves for a new
challenge. Our research clearly indicates
an 'EDITORIAL FIRST' approach where the
story telling skills required are those of a
journalist, not a copywriter or script-writer.
The editorial skill set is vital for success.
Ask yourselves - do you have it?
Every media agency should be asking
themselves – where are our journalists?
Where are our editors? Where is our news
sense coming from?
With unique insights from our research, we
can now create a blueprint for the best
native advertising.
11. GREATNATIVEADVERTISING–THE
FOUNDATIONSOFANEWEMPIRE
• Marketing Directors – get used to your
brand agenda not being the starting point
you’re your campaign. Fernando Machado,
Global Brand VP for Dove, says: “It’s about
developing content that people choose to
watch and share. Not developing content
that you simply broadcast to brainwash
people or to persuade them to do
something.”
• Consumers need to be able to relate to
this content – it has to resonate with them.
Brands have to identify the audience which
will find their brand relevant, rather than
picking an audience and diluting their
message to fit. They need to interact with
consumers in an area of interest to them;
an area both brand and reader are
passionate about. When we asked our
experts to identify their top three guidelines
for producing successful native advertising
campaigns, an overwhelming 71% chose
“Be relevant to the audience”.
• You need to be entertaining – and that
means creativity. The challenge is to get
creative minds working together to create
something new, something that creates
talkability and publicity. Something that will
entertain, amuse and create a different
experience for consumers. Here again the
need to bring in a new, editorial skillset
comes to the fore. In our expert survey, we
asked respondents to tick their top three
best practices that were most relevant for
successful native advertising. Top answers
were: Be creative (43%); Be innovative
(29%); Be authentic to the tone and values
of the brand (26%); Tell a great story (23%);
and Be authentic to the tone and values of
the media owner (23%).
• Content is not just king, it’s queen, prince,
princess, corgi, and all the subjects of the
realm. Editorial skills are becoming more
and more valuable, and the distinction
between journalism skills and advertising
skills is blurring. High quality content leads
to engagement, which leads to scale.
Everyone is falling over themselves to
produce great content – and that’s where a
whole new skillset is evolving. Phil
Reay-Smith, Head of Media at Ogilvy PR,
says: “Where the magic can happen is for it
to be interesting. And so if a consumer
sees a sponsored post and actually just
wants to read it for the sake of reading it
because it's interesting, that's when you
actually get more engagement than you
ever would with a banner advert or any
form of interrupted advertising. This is
advertising that draws you in.”
12. GREATNATIVEADVERTISING–THE
FOUNDATIONSOFANEWEMPIRE
Paul Wilson, managing partner at media
agency SMV, says native advertising
without engaging, entertaining, informative
content will fall flat on its face. “If you are
distracting somebody or you’re
encouraging somebody to click on
something to go to another place and then
you’re not delivering on that promise then
that’s frustrating. People want better
quality or more instant content.”
Sean King, CEO of content marketing
agency Seven, says this is the present and
the future and it’s about time brands realise
it. “The action is where the content is, that
is where you interact with the customers,
where you engage with them, where you
collect data from them, where you give
back value to those people,” he says. “That
is where it's at and I think if brands don't
realise that now, they will.”
There is a huge appetite for content in the
Native Age – and advertising needs to
look outside its own world, climb over the
walls and reach out to those with the
experience and knowledge to deliver.
Advertising needs to seek out editorial
experts – trained, experienced journalists
who can help capture hearts and minds in
a Native Age. Great journalists have their
fingers on the pulse of the news agenda
and have an outstanding instinct for the
information people need and want.
13. KINGPINSOFTHE
NATIVEAGE
Creative/media/content agencies
Agencies think they own native advertising.
They don’t. Most agencies don’t have the
skillset to produce great native advertising
on their own. They need to let go and
accept that native advertising must be
associated with quality editorial content –
and be prepared to invest. There is also a
danger that agencies will rush for scale,
losing the impact of native advertising; they
need to create new business models for
the Native Age where volume is not
necessarily the master.
Brands
Brand owners need to learn more about
native advertising and how to make a solid
business case for it. They must be
prepared to take risks, invest in
experimentation and let go a little control.
There is a danger that brands want to
maintain too much control over their
commercial message – hampering
creativity and innovation. However they do
need to ensure relevance to their brand.
Perhaps the second most common
question asked by media land after ‘What
is Native’ is the question of ownership.
Creative agency, media agency, media
owner, and of course brand. Who owns
the space and who leads?
It may surprise some to hear us say
“everyone”. This is not a space that can be
dominated by the media owners’ wishes,
media agencies’ budgets, or the creative
power of creative agencies.
Fundamentally, Native requires a
collaborative approach. A recognition that
only by satisfying all agendas will a truly
successful Native result be realised, for
reader, media owner, brand and its
agencies.
Here we explore the different skillsets,
collaboration requirements and
opportunities.
Media owners
There is a huge opportunity here for media
owners to find ways to increase revenues.
They can uniquely offer that crucial editorial
skillset to clients and agencies and
optimise this major revenue opportunity.
They also need to choose partners carefully
– the content will carry the trust and
reputation of their media brand.
Sponsorship needs to be flagged clearly
and an environment created to foster
interaction between consumer and brand.
14. Nigel Gwilliam, head of digital at IPA
(Institute for Practitioners in Advertising),
makes a clear distinction between
“publisher-led native” and “social-led
native”. “I do sense there is a fairly
significant difference between publisher-led
native and social-led native,” he says. “I
think social platforms of a scale, most
notably Facebook and Twitter, are new
kinds of environments that are
understandably looking to find advertising
that best suits something that they offer
which hasn’t really been offered before.”
Social media has tremendous power,
but our findings challenge the idea that
current advertising on platforms such
as Facebook and Twitter fit into the
category of native advertising.
Twitter’s purchase of MoPub, the
automated trading company, shows it is
attempting to take advantage of improving
online targeting technology, and it believes
this will improve its claim to host native
advertising. However this remains to be
seen.
Facebook, Twitter et al are still searching for
a form of native advertising – but they
haven’t found it yet. These ads are native to
their environment but not native to the
reader / user.
SOCIALMEDIAISVITAL
BUTISITNATIVE?
Social media is a leader in Native. Right?
Perhaps, but we would argue that social
media cannot be truly native. It’s a
wannabe – but it can’t be.
By definition, Native must be tailored to the
environment it is being shown in. And with
all of our social feeds absolutely unique to
us, it’s impossible for brands to create
unique Native ads that are tailored to
individual feeds.
Sponsored tweets and sponsored
Facebook posts reach a wide audience
and enjoy high engagement, but it’s an
interruptive experience for most users. As
they are not selected or individually tailored,
these posts and tweets stand out to users
– and they engage with them differently
from the way they engage with native
advertising.
In the overall context of a native advertising
campaign, social is of course crucial.
It can deliver scale, it needs editorial skills;
and it can produce a high level of
engagement if done correctly.
Social media can work alongside native to
engage consumers with brands. Social
media feeds can even be integrated
effectively into native advertising
campaigns, widening reach across
platforms.
16. THENATIVEAGE:ADVERTISING
ANDJOURNALISM–ABIGBANG
Native advertising could not simply be the
future for paid advertising; it could also be the
future for journalism. To keep journalism alive,
advertising needs to succeed.
Phil Reay-Smith, Head of Media at Oglivy
PR, says: “Will native advertising be
responsible for the decline of journalism? It
might be the thing that keeps it alive. I mean
right now there's no question that journalism is
facing a serious test. Old models of affording
journalism are dying out, as in charging people
for newspapers or even advertisers sponsoring
television news. The revenues are shrinking…
Journalism is in a fight for its future.”
Media, brands, marketers – we’re all in a fight
to capture the hearts and minds of a young,
tech-savvy, super-smart audience.
Carla Buzasi, editor-in-chief at the Huffington
Post, says: “There is this huge appetite for
content and that means that we have to up our
game; it means every media has to up their
game. It means there is a huge amount of
choice out there and the audience gets
smarter and smarter about the kind of content
they want to consume and where they want to
consume it from.”
Are you ready to up your game? Are you
ready for the Native Age?
Our conclusion? Native advertising might well
be the latest advertising buzzword, quoted at
every conference and blogged and tweeted by
many.
At AOL UK, we believe that's with good
reason.
Our research has proven that this emerging
advertising channel has the potential to bridge
the gap between editorial and advertising,
between a brand’s agenda and the audience’s
agenda.
As a result, we believe Native will soon
graduate from buzzword to a force to be
reckoned with; a highly effective channel for
clients, and a growing revenue stream for the
media owners willing to adapt and embrace it.
What is needed is a fresh approach – a new
relationship forged between editorial skills and
marketing.
Media owners are in an ideal position to lead
the way forward. They can offer a huge
editorial skillset to clients and agencies.
Brands, marketers and media organisations
need to seize the day. Brands are increasingly
looking to establish a dialogue with consumers
online. Those who are brave and willing to
experiment are already seeing the greatest
benefits of native advertising.
Agencies need to be persuaded that native
advertising has to be associated with quality,
and brand owners need to be able to make a
strong business case for native advertising; we
hope our research advances both of these
cases.