Native Advertising presentation from Digiday Content Marketing Summit
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Transcript of Native Advertising presentation from Digiday Content Marketing Summit
/ @CJN
HELLO I AM
COLIN
NAGY
TWO OBSERVATIONS TODAY
1/THE BEST NATIVE ADVERTISING
SHOULD BE HARD TO MAKE
2/THE WORLD
NEEDS MORE EDITORS
THE MOST UNDERVALUED THING IN BRANDED CONTENT…
IS THE SPIRIT OF SALTY, CYNICAL EDITORS
THEY PROTECT USFROM MEDIOCRITY
AND MAINTAIN HIGH STANDARDS
MONOCLE DOES NATIVE WELL. WHY?
BUT THERE’S TOO MUCH DIGITAL MELBA TOAST THESE DAYS
AND NATIVE SHOULD NOT BE A SCALE PLAY
THE NEED FOR SCALE, ESPECIALLY SCALE FOR SCALE’S SAKE, DRIVES EVERYTHING IN MEDIA. IT IS ALSO THE WORST OF HUMAN IMPULSES TO BE DRIVEN BY. THERE IS A STRAIGHT LINE FROM HYPERPOLARIZED POISONOUS STATE OF AMERICAN SOCIETY TO THE NEED FOR SCALE IN EVERYTHING, ESPECIALLY MEDIA.
“
”/ RAFAT ALI, FOUNDER, SKIFT
SAVILLE ROW VS H&M
GREAT WORK COMES FROM DEEP UNDERSTANDINGOF A PLATFORM
COUPLED WITH CREATIVEFINESSE AND NUANCE
SOME LIGHTHOUSES FOR THE INDUSTRY
NYT +ORANGE IS THE NEW BLACK
SB NATION + NIKE: FIRST AND LONG
KIND +GIMLET MEDIA MYSTERY SHOW
THREE QUICK TAKEAWAYS
1/THE ENERGY AND THOUGHT REQUIRED TO SELL A STORY TO A CYNICAL EDITOR
IS LACKING IN BRANDED CONTENT. HENCE, ALL THE MELBA TOAST.
THE UNIQUE ATTRIBUTES OF THE PUBLISHER.
SOMETIMES THIS MEANS DROPPING — GASP — CREATIVE EGO…BUT IT DOESN'T MEAN LOSING BRAND MESSAGE.
2/FIGHT TO FIND THE ACTUAL ANGLE AND BRING IT TO LIFE WITH
/ JASON HIRSCHHORN
3/“HAVE A VOICE. CHALLENGE YOUR AUDIENCE, THEY WILL LOVE YOU FOR IT.”
THANK
YOU