Results tagged “Content marketing” from IABlog
About the Author
Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising.
She can be reached on Twitter @susanborst
Andrew is the CEO and a co-founder of Studio One and co-chair of the IAB Content Marketing Task Force. Previously, Susman was an executive at Time Warner and Young & Rubicam. In addition, he serves on the boards of the Advertising Educational Foundation, and Business for Diplomatic Action. A native of Missouri, he is also a certified sharpshooter and is a major supporter of the ASPCA.
“Native advertising” is one of the most confounding phrases to captivate mind-share in the digital marketing arena. We all know that marketers are excited about it, but the ecosystem has yet to come up with a concrete definition of this buzzworthy approach to interactive advertising.
The confusion has reached a fever pitch, with Rob Macdonald, Vice President of Business Development at m6d finally writing down the words that so many have wanted to say…
“Please Obi-Wan Rothenberg, you’re our only hope!”
Rob really did include that line in a comment he wrote on a recent Digiday piece - but in all seriousness, the sentiment is in keeping with a widespread outcry from our members.
Native advertising is gaining in popularity, but stakeholders need to coalesce around definitions and best practices, if we’re going to be able to drive the native movement to scale. The confusion and chaos must be eradicated, and the first step in IAB forging a path in this direction is the development of a new IAB Native Advertising Task Force.
The group had its first meeting earlier this week and a number of key concerns were immediately raised:
• How do we distinguish between native web advertising and its mobile brethren?
• Is native allowed to be disruptive?
• How can we clearly delineate between native ad content and pure editorial?
• How do we define measurement and metrics surrounding native?
• Where do ad creatives fit into the native mix?
Even with disparate voices in the room - many of them in senior leadership roles - common goals quickly began to take shape.
First and foremost, the task force will aim to establish a framework for the native advertising space by putting forth a prospectus that clearly lays out today’s “native” landscape. This prospectus, targeted to advertisers, publishers, and ad tech providers, will need to be clear enough that the industry has a guiding light and broad enough that it can expand over time—while also providing a basis for further IAB initiatives in this space.
And, speaking of further efforts in the space, IAB has also kicked off a new Content Marketing Task Force, which may—or may not—be seen as an umbrella for or a cousin to the Native Advertising group.
So, light sabers aside, IAB is jumping into the fray. Debate, consensus and more debate are surely to follow, but we plan to be at the center of the conversation, providing a clear road ahead for these two vital advertising concepts to evolve into strong players in the digital marketing arena.
About the Author
Susan Borst is the Director, Industry Initiatives at the IAB focusing on Social Media, B2B, Games, Content Marketing and Native Advertising. She can be reached on Twitter @susanborst.
In response, we’ve added seven new categories to this year’s IAB MIXX Awards to make sure the best, most forward-thinking work gets noticed. Through the global IAB MIXX Awards, the IAB recognizes the talent that crafts this innovative, leading edge and high impact creative. The new categories give the digital industry more opportunities to showcase how brands and agencies move their business - and the advertising industry - forward.
A successful branded utility campaign has the power to embed the use of the brand into consumers’ everyday behavior—Nike+ FuelBand, the 2013 IAB MIXX Awards Gold winner in Digital Integration—is the perfect example. David’s Bridal recently got media attention for its app that lets brides make wish lists, interact with bridesmaids, keep track of their bridal purchases, plan the wedding party, show her current mood through an icon, upload images, log-in via Facebook and send invites to friends through the social network. Those newlyweds might then move on to using the Chip It! app from 2012 IAB MIXX Awards’ “Best in Show” winners Sherwin Williams and McKinney that lets you match real world colors with paint colors.
Content marketing is increasingly recognized as a new channel for brand marketers. At least two major agencies recently announced new units devoted to helping clients with content marketing development. American Express is well known for its “OPEN” Forum dispensing advice of all kinds to small businesses. Lincoln Motor Company’s “Lincoln Now” site features content that celebrates design, technology and art, and in the process, the company’s 90-year history of making cars.
Augmented reality campaigns take advantage of consumers’ addictive smartphone behavior by creating often game-like apps that communicate brand messages in clever ways. How do you get an adult audience to rekindle their love of Lucky Charms cereal? This year Lucky Charms agency Saatchi and Saatchi created an augmented reality app that sent customers on a “Chase for the Charms,” complete with a $10,000 “pot of gold” at the end of the rainbow.
Custom Mobile Rich Media Display AND IAB Standard Mobile Rich Media Display
With mobile advertising skyrocketing by 111% in 2012 as reported in our recent study, brands are out to take advantage of the landslide shift of eyeballs to mobile. Major publishers like USA Today, New York Times, ESPN and more are hosting rich media ads on their mobile apps, and platforms like Google, Twitter, Facebook and Pandora are drawing huge mobile audiences. Last year the IAB established its first-ever mobile ad standards — the Mobile Rising Stars. Agencies are expressing great creative ideas through these new formats with great consumer and business effect. For example, Dunkin’ Donuts and Celtra used Facebook for a mobile ad using rich media and HTML5 to let users customize their perfect drink.
Retail brand marketers are using interactive in significant ways to drive traffic to their brick and mortar stores. Macy’s created an all-purpose Black Friday app last November that enabled shoppers to preview and get push notification on Black Friday specials, create lists to share with friends and family, direct shoppers toward local store specials and preview exclusive items. The app’s debut coincided with Macy’s holiday broadcast campaign featuring spots with Justin Bieber, Carlos Santana, Martha Stewart and Taylor Swift. The IAB MIXX Awards honor not just creativity but impact and nowhere is ROI felt more immediately than in a retail environment
What’s next? We’ve added one final category to find out:
Can’t be Contained! - Any execution so experimental and innovative that it defies categorization in the IAB MIXX Awards!
Technology is moving fast, and cutting edge agencies and brand marketers are keeping up with it. “Can’t be Contained” offers agencies and brand marketers the chance to submit their campaigns using the latest most experimental, groundbreaking technology. No doubt there are even more forward thinking digitally savvy campaigns on the horizon.
Learn more about the global IAB MIXX Awards at iab.net/mixxawards.
As the Head of Brand Initiatives at IAB, Peter Minnium leads a series of initiatives designed to address the under-representation of creative brand advertising online. He can be reached on Twitter @PeterMinnium.
John Deere has been doing it since 1895 with “The Furrow,” so what is making content marketing so attractive now to the modern marketer? While there is no clear cut definition of content marketing, I would put forth that it is content created by a brand, that even if the branding were removed, that the content would still be valuable and engaging to a reader. If done well, it creates positive brand connotation. And if we work with that definition, it makes sense that the modern marketer (much like the modern publisher) wants to get the attention of content-ravenous consumers, most of whom have one or more devices attached to them at any given moment with which to consume.
Last week, the IAB held a Content Marketing Town Hall to foster a discussion around both the concerns and opportunities publishers have in the content marketing and syndication space. The IAB AdLab was packed to the brim. Publishers came with some fears about brands honing in on the content business. To open the day, Andrew Susman, President & CEO of StudioOne and ICSC Board Chairman, reminded us with calming voice that,“Currently the industry sees branded content as a type of media buy, but actually it’s a type of content. If you bring audience to branded content - you get content marketing.”
Joe Pulizzi, Founder of the Content Marketing Institute, delivered the opening keynote of the day, outlining the opportunity for publishers and brands to work together to deliver relevant content to consumers, whether branded or editorial, because, as Jonathan Perelman, VP Agency Strategy and Industry Development at BuzzFeed later noted, “Great content finds its audience.” So it seems that the name of the game is getting engaging content in a place where your readers will consume it, whether you’re a publisher embracing branded content on your site, or you’re looking to syndicate out your editorial content to brands.
One concern did resound in the room around advertorial content. Should there be guidelines that clearly denote advertorial content? Do ethical standards need to be set for branded content and along with it, best practices on transparency and disclosure? Do we need to create sponsored content labeling conventions? And especially as automated platforms serve up content, how can we ensure that we’re seamlessly integrating advertorial content but not duping readers? The need to ensure will undoubtedly be an ongoing conversation within the IAB, among our membership, and in the industry as a whole.
The IAB Content Marketing Town Hall was held on January 24, 2013. Moderated by Susan Borst, Director, Industry Initiatives, IAB, the following industry leaders presented at this IAB member-exclusive event:
Amy Hyde, Product Strategy & Business Development R&D
Ventures, New York Times Company
Andrew Susman, President and CEO, StudioOne; Board Chairman, ICSC
Asli Hamamci, Director, Digital, Mindshare
Bill Powers, EVP - Corporate Development, Swoop
Brett Curtis, Global Business Director, Thomson Reuters
Greg Cypes, Director of Product, AddThis
Hal Muchnick, President, Kontera
Joe Pulizzi, Founder, Content Marketing Institute
John LoGioco, SVP & GM, Outbrain
Jonathan Perelman, VP Agency Strategy & Industry Development, Buzzfeed
Ken Zinn, DVP of Marketing - Online Business Unit, Sears Holding
Mark Howard, SVP - Digital Advertising Strategy, Forbes Media
Michael Goefron, Director of Operations, Unruly Media
Peter Minnium, Head of Digital Brand Initiatives, IAB
Shafqat Islam, Co-Founder & CEO, Newscred
Skip Brand, CEO, Martini Media
Tim Clark, Corporate Blogs Editor-in-Chief & Social Media Strategist, SAP
Julie Van Ullen
Julie Van Ullen is the Vice President of Member Services at the Interactive Advertising Bureau. Ms. Van Ullen oversees member acquisition, participation, and retention programs. In addition, she works with designated member leaders to develop strategic, market-marking initiatives for execution within IAB’s Committees and Councils.