Joe Frydl
Federated Media Vice President of MarketingJoe Frydl is the Senior Vice President of Marketing for Federated Media where he is responsible for leading the creation of content marketing programs that are anchored in content from Federated publishers and activated across the social web. Prior to joining Federated, Joe was co-founder and partner in Indigenous – a content marketing consultancy that worked with both media and brand clients such as AOL, The Economist, Nordstrom, Michelin and Scripps Interactive. Joe was previously Director of Brand Strategy and Content Development in the branded entertainment practice at Ogilvy. His work on clients including American Express, Stolichnaya Vodka, Unilever, Yahoo! and Kraft led to client and industry recognition including two Effies, two Mixx awards, a Unilever Marketing Excellence Award as well as a David Ogilvy Award.
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Going Native: Getting Beyond the Banner and Into the User Flow
Date/Time: October 02, 12:15 PM
“Native” ad formats and models are the latest meme to buzz its way through the ad industry in recent months. Publishers from BuzzFeed to StumbleUpon, Facebook to Tumblr are offering marketers non-standard ad opportunities that are designed to flow more naturally with the ways in which customers actually use their service. Defenders say that going “native” is precisely the kind of beyond-the-banner thinking digital advertising requires. But others argue that it is hard for these models to scale and to fit neatly within a media plan. Site specific deals must be struck and discrete creative must be applied to every deployment. Is this really where budget-constrained campaigns need to head? Or are native formats just the leading edge of post-advertising future where marketers have to think beyond the banner, the spot, the pre-roll and the interstitial?
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