The Rise of Native Advertising – And How It Changes The Game For Publishers
The complimentary webinar presentation is now available on demand here.
The Next Big Thing: Native Advertising in Media Business Asia or you can also download the PDF (article on page 18) here
Publisher experiments with native advertising – attempts to integrate ad units more seamlessly into websites – have drawn plenty of fire for supposedly blurring the lines between advertising and editorial.This hasn’t stopped native advertising from entering the mainstream, however. Respected media brands such as Time, The Wall Street Journal, The Washington Post and most recently The New York Times, initially wary of the challenges native ads posed, are all testing native ad formats as a new way to add value for marketers, and fund high-quality journalism.This webinar will look at how attitudes to native advertising are changing, among both publishers and advertisers, and what role this new marketing channel will play in the future. Are they the future or a false dawn for publishers, navigating a shift from familiar business models to an untested and evolving digital world?
This will include:
What are the main differences between native ads and traditional digital ads, and what lessons have leading publishers and advertisers learnt about native advertising so far? Where are the risks and rewards in native advertising, and how should publishers and advertisers in Asia engage with this new emerging new trend?
How are different publishers and advertisers creating and commercializing native advertising, and how are both parties measuring success? How will these trends evolve in 2014, in Asia and worldwide?
How much are native ads an answer the creative and commercial challenges posed by traditional digital advertising, especially in a mobile and social world? What role do native ads play in their overall digital mix, and what factors might change this in the future?
Mike Savage Editor, The Asia Media Journal VP, Content, Media Partners Asia media-partner-asia.comMike Savage has been writing about media and marketing for nearly 20 years, including more than eight years focused on the Asia-Pacific region. He is currently employed as VP of content and editor of The Asia Media Journalby Media Partners Asia (www.media-partners-asia.com), a leading provider of information services for the advertising, media and telecommunications industries in Asia-Pacific.The Asia Media Journal (www.asiamediajournal.com) consistently delivers thought-provoking and unique perspectives on Asia’s dynamic media and marketing industries, combining authoritative access and insight with exclusive data and analysis from Media Partners Asia’s in-house analysts.
Ricky Baizas Social Media Specialist Nestle USA’s Digital CenterRicky Baizas is currently the Social Media Specialist in Nestle USA’s Digital Center of Excellence. He helps brands like Butterfinger, DiGiorno, Hot Pockets, Stouffer’s, Coffee-mate, and La Lechera build their social media and digital strategy as part of their overall marketing strategy.
Yean Cheong Head of Digital, Asia Pacific IPG MediabrandsYean is responsible for managing online media planning teams as well as leading the strategy and development of digital media activities under UM, Initiative and BPN, across Asia Pacific. In her role as regional digital lead for our key clients, Yean develops and manages integrated digital strategies combining online, search, mobile and social, supporting clients in ensuring these strategies cascade through all communication touch-points and markets. Her understanding of consumers and their digital journey across brands allowed her to probe and interrogate consumer triggers, turning them into actionable and measurable outcomes.
Sebastian Tomich VP, Advertising The New York TimesSebastian Tomich is a Vice President of Advertising at the New York Times. He leads the national integrated sales teams across multiple categories along with the Times new and fast growing branded content business and studio. Prior to joining the Times, Tomich was the head of East Coast Advertising at Forbes Media. In this position he led the companies largest regions advertising sales and business development efforts with their new native advertising platform, BrandVoice. Tomich held a number of other positions at Forbes including Regional Sales Manager and National Digital Director, and in 2012 was named to Min Online’s “Ones To Watch” list. Tomich currently lives in New York City and dreams of a larger apartment.
We hope you can join us.
Ps: If you are unable to join us for the live webinar, the entire conversation will also be available on demand later for limited time. However you have to register now.