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One big thing The streaming wars have dominated stories this week – with the launch of Disney +. And what an incredible launch, 10m subs after 24 hours. The story I really paid attention to was the Cadbury Amazon Fire TV partnership. Cadbury curated a selection of BuzzFeed's Tasty recipe videos to show on Fire TV. It’s yet another blueprint for how brands are using content, as the traceable commodity between all media. My take… Continue reading
Branded content is content created for a brand by a third party, to live on their site. The key elements of branded content are: A third party hosting the content. Disclosure. Because this content has been made to fit the form and aesthetic of the third party, it also makes it endemic to, or native content to that platform. Other terms used for branded content are; sponsored content, influencer content, paid content, custom content and even native content. Often this… Continue reading
Pleased to announce the youngest young joined the family last week, thanks for the notes. We’re back to normal albeit with less sleep. ? This week is jam-packed, so save a few links, keep an eye on commentary from Darren Herman and datapoints of note. Oh and LinkedIn launched a newsletter tool? One big thing The piece that I dug the most this week is the Spotify tapping Viacom for content marketing on DigiDay. And for a number of… Continue reading
Content marketing continues to evolve and so do the tools which help power it. There truly are many talented people, building little tools and apps but also platforms. Here we’ve compiled a list to help navigate. A couple of sites as useful resources are UseFI and ProductHunt. The former helps see what other brands have declared they use. And ProductHunt is where creators share their latest tools. So worth keeping an eye on what’s new. Here are our top tools:… Continue reading
In this post we establish what your content ROI is, how to calculate it and explain it to others. What is Content ROI? What the return on investment of content boils down to is this: does it deliver the business outcome that you require? Pretty simple. How do you define those outcomes? That’s the more tricky part. But it typically comes down to a few buckets, awareness, interest, desire and… Continue reading
Colin here. I’m filling in for Ben as he prepares for child number two. One big thing There’s starting to be a flood of brand interest onto TikTok. It is, put simply, one of the most interesting and creative spaces on the Internet right now. Not surprisingly, the platform is experimenting and is in the nascent stages of building out its ad and sponsorship products. Right now, it’s basically just an opening screen that a… Continue reading
This Week in Native Ads 11/15