Buzzfeed employees work at the company's headquarters in New York
Buzzfeed employees work at the company's headquarters in New York

We’re back! And this year an additional 5,700 brands begin adopting native and branded content (per MediaRadar data), whilst existing brands are renewing at higher rates, there’s a lot to be optimistic about.
 
One big thing
I don’t buy the post advertising narrative but Derek Thompson digs in to some of the challenges the industry is facing as it evolves in his piece: Post Advertising Future. Advertising is a healthy part of a healthy economy, like sales, helping people transact. I do think we transition to content and the lines are blurring – but if it's a paid ad it's a paid ad even if the format has changed. And that's ok.
 
Notable stories this week

 
Deals/M&A

  • Goldman Sachs backs Innovid with $30m in funding.
  • You & Mr Jones acquires majority stake in company behind Unilever’s in-house content studio.

 
Campaign of the week

  • Incredible India on CNBC, a 10 Part Immersive digital feature experience exploring unique travel destinations across India.

 
Incredible India advertorial on CNBC
 
Datapoints of note

  • The average ‘digital’ time spent per day from 2016, Facebook + Instagram represents 67 minutes/day.
  • Credible editorial is the most important factor marketers are looking for in a media partner, according to research from the World Media Group.
  • 78% of agencies believe content-driven marketing will continue to grow over the next 2 years.

I'm compiling a list of timeless marketing books, any that you'd recommend? Shoot me a note of your picks.
 
That’s it, Happy Friday.
 
-Ben

 
 
It's 2019, shouldn't you know how your content is actually performing?
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