“We and many other media companies will go from trying to find the silver bullet narrative of the future of advertising and being a services company now to admitting that we will be a diverse business. We’re going to sell many different things. The ad business of the future will be dominated by the p…”— Sebastian Tomich, digiday.com
“There is a substantially increased risk that any given branded content campaign will receive little traction when distributed on Facebook. This, in turn, will impact the return on investment of the campaign. The higher the cost of content creation, the more challenging it will be for marketers to to…”— Eric Berry, forbes.com
“To me, this is the universal litmus test of branded content. It has to live natively in-feed, it has to adhere to the same editorial standards of the publication, and, most importantly, it has to add value to the consumer.”— Ingrid Kesa, adnews.com.au
“Instagram is now my bread and butter. I’m finding that I can charge more for posting on Instagram now because there is real engagement there. There are actionable insights. The other day I posted about a book I was reading, and someone told me two months later that they bought it. I can screen grab…”— Ilyse Liffreing, digiday.com
“I think it’s really important to not try and just win on scale alone. I think that’s where a lot of people make mistakes. The way to differentiate yourself and provide value to the advertiser is to bring storytelling and content development to the mix.”— Rich Antoniello, wsj.com
“Observers point to the Netflix effect as a force behind branded video. Netflix (and now Amazon) have already spent a ton on original content. That not only raises audiences’ expectations for quality, but with people watching Netflix and other ad-free OTT services, it’s getting harder to get people’s…”— Lucia Moses, digiday.com
“Before someone would decide to spend $1 million on a campaign with five or 10 publishers. Now they’re going to do it with one publisher. It will raise the stakes in terms of campaign proposals, the ideas proposed. The stakes are going to go up a lot more. It will hurt a lot more when you don’t win o…”— Michael Finnegan, digiday.com
“Many native campaigns are quite expensive, and if you limit the work you’re doing to the creation of content, and leave the distribution to the brand, then it can become more affordable,’ said Stephanie Losee, head of content for Visa.”— John Herrman, Stephanie Losee, nytimes.com
“With less ability to charge for distribution, on their own channels or others, and a growing dependence on margin-squeezing outside platforms, publishers may be left to compete with creative agencies on their turf. Publishers becoming ad agencies, in other words, means competing not just with one an…”— John Herrman, nytimes.com