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Monday, May 19
- Steve Smith, Editorial Director, Events, MediaPost
- Meredith Kopit Levein, EVP, Advertising, New York Times
Custom builds, native experiences, deep integration with media environments – all well and good. But ultimately these bright shiny objects and explosion of non-standard executions have to fit on someone’s spreadsheet, become part of some overall media plan and suffer the same cost/benefit analysis as everything else. As “native” advertising comes of age is the practice being domesticated? Press mentions for novel ad executions no longer cut it. So what is the strategy for some of these campaigns? Are we moving beyond experimental one-offs and finding ways to tie the project together and into larger campaigns where the native pieces can be held accountable?
- Joe Mandese, Editor-in-Chief, MediaPost
- Greg Clausen, EVP & Chief Media Officer , Doner @doner_agency
- George Janson, Managing Partner, Director of Print, GroupM
- Anush Prabhu, Partner, Chief Channel Planning & Investment Officer, Deutsch NY
- Andrea Wolinetz, Managing Director of Connected Platforms, PHD Media
- Andy Goldberg, Creative Director, Corporate Commercial and Communications, GE
It is not just semantics. Native, Direct, Premium, Custom Content, Programmatic – direct, reserved, unreserved – all need to be sold at scale and understood in a rational marketplace of digital ad units. After years of striving towards standardization designed to drive confidence in digital display, things have exploded again into countless product labels as well as accountability metrics. Are rich banners being sold as “native”? Is this just the new “premium?” Are in-feed units being measured for their impressions or by the engagement in content they prompt? And how are buyers supposed to make sense of a native economy where non-standardization is a selling point? Our publisher panel engages the state of their inventory, how their offerings are being packaging and brought to market, and how they are being mapped against marketing goals and KPIs.
- Sarah Chubb, Principal, Sarah Chubb Consulting
- Kelly Andersen, Director of Ad Innovations and Product Strategy, Washington Post
- Lisa Camarillo, Senior Group Manager, Sponsored News, Global Communications, NetApp @lisaanna73
- Anne Toal, Associate Publisher, Digital, People
Despite its custom, non-standard feel and branding goals, native ads and content marketing offer a rich opportunity for both targeting rich experiences efficiently and rendering insights into how, where and why people engage content. We explore here the next steps in the content marketing – analytics. How are publishers using data on the front end to target experiences to the most receptive and influential audiences and optimizing on the fly? But we also ask about the transparency in distribution and engagement. Does it matter how and where a reader encounters content, how the user got to the engagement, and whether and how they shared it later? How are publishers charging? Against impressions, engagement, both? In this panel we explore how the bedrock of digital, data, can help bring greater precision, scale and order to the channel’s least standard ad form.
- Tessa Gould, Director of Native Advertising, Huffington Post Studio
- Mark Howard, Chief Revenue Officer, Forbes @https://twitter.com/search?q=markdhoward&src=typd
- Michael Kaushansky, EVP, Chief Analytics Officer, Havas Digital
- Edward Kim, CEO, SimpleReach
Handheld screens turn most content into one-column scrolls anyway, so much of advertising is “in-feed” already. But is “native” different here? As major media audiences migrate to mobile, how are the online native formats porting across screens? Isn’t mobile a special case, where people are less interested in clicking out of an experience to engage in the deeper content experiences marketers are hoping to get from these formats? Does content marketing really map well with the many contexts, moods and modes that are the mobile use cases? Or are Instagram, Twitter, Tumblr and Vine setting a different better course by emphasizing visual, fleeting, branding experiences that feel truly native to mobile?
- Dan Hodges, CEO & Founder, Consumers In Motion
- Jason Harty, VP of Marketing, Kernel Seasons
- Jon Vlassopulos, CEO & Founder, TrailerPop @vlasso
Arguably, native advertising is just content marketing as we have always known it distributed in new ways through socially driven channels. But readers can’t be tricked (often) into reading something that isn’t relevant to them. And the exercise is pointless unless somehow the brand is credited with the experience and aims towards some marketing goal. What kinds of content are proving most effective in satisfying these basics of the format and also getting distributed, discovered and shared at scale? We bring in the creatives, the new “brand editors” and “brand newsroom” leads to explore best practices in aligning brands with trends, interests and content.
The search for scale in native-like ad experiences leads to the usual suspects – automated creative, programmatic buying, demand side audience targeting, networks and real-time bidding. Is the net result anything resembling “native advertising?” But does the definition really matter? Maybe this is all just programmatic distribution of content. Ad units that just blend a little better. Recommendation engines gone wild. But is it poisoning the well – creating “content shock” and so many irrelevant story links and deceptive non-articles that we are just cluttering the Web with content instead of banners?