In today’s marketplace, advertising trends are shifting away from “interruptive” toward a more direct value exchange with customers.
What Will You Learn
Who Should Attend
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
Prior to joining Condé Nast, Pat was a Senior Vice President, Group Director Media & Marketing at Digitas, leading the Global
Pat Connolly was awarded the 2014 IAB Service Excellence award, and was named one of Ad Age’s “40 under 40” in 2013.