Branded Content and Native Advertising

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Quick Overview

Free for 4A's Members / Non-4A's Members: $221

Use native advertising and branded content as marketing options for your clients!

  • Learn the different definitions of native advertising and how they impact your marketing strategy.

  • Discover practical knowledge that will help you define what’s best for your client.

  • Redefine your business model to adeptly serve savvier customers.



In today’s marketplace, advertising trends are shifting away from “interruptive” toward a more direct value exchange with customers.

What Will You Learn

  • Various definitions of native advertising
  • How we define what is/isn’t branded content
  • How to know if your native advertising strategy is working
  • Practical knowledge to apply these strategies to your client’s marketing plan.

Who Should Attend

  • Executives who work with branded content


  • 60 minutes

Course Description

Branded content and native advertising represents a paradox – while recognized as one of the industry’s largest growth areas, their tactics are among the industry’s most ill-defined. Forecasts for branded content show it growing at roughly 20% a year, from a $10-billion-dollar marketplace in 2014 to $25 billion in 2019–with almost 70% of marketers saying they intend to spend more on branded content this year than last.

This trend, of course, is based on the media marketplace’s powerful shift away from traditional “interruptive” forms of advertising, towards a more direct value exchange with audiences. Give them something they want to read, watch or share, and you’ll earn their attention–instead of requiring it. This consumer-driven shift has created a disruption that some have keenly taken advantage of, while others struggle to adapt. Clients, agencies and media companies are all redefining their business models to most adeptly serve this savvier consumer.

This course is designed to help you understand what native advertising and branded content is - and isn’t. By understanding how to apply these up-and-coming advertising strategies, you’ll be able to best tailor them to your client’s exact needs.

About the Thought Leader


    As the founder and SVP, Head of Strategy for 23 Stories, the branded content studio at Condé Nast, Pat Connolly oversees
    the creative and activation groups that are charged with concepting and executing branded content programs, by leveraging
    the extensive content creation and distribution resources inside the Condé Nast brand portfolio.  

    Prior to joining Condé Nast, Pat was a Senior Vice President, Group Director Media & Marketing at Digitas, leading the Global
    Advertising business for Delta Air Lines and the Kraft Foods CRM media relationship. Mr. Connolly was also the North American
    media lead for the Digitas Mobile practice, leading key partnerships with platforms and vendors including DoubleClick, Google
    and Millennial Media.

    Pat Connolly was awarded the 2014 IAB Service Excellence award, and was named one of Ad Age’s “40 under 40” in 2013.
    He holds a B.A. degree in English Literature from the University at Buffalo and a Master’s in Marketing Communications from
    Florida State University.

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