What does traditional media bring to the branded content table?

What does traditional media bring to the branded content table?

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BCMA Advisory Board member Justin Kirby (aka @Juzzie) spoke last week at the Digital Media Expo 2015 we supported that was hosted by the World Association of Newspapers and News Publishers (WAN – IFRA), and he’s written up a summary of his presentation for us.

The presentation at Digital Media Expo was one of two last week that looked at what tradition media brings to the branded content table. The other was a more intimate internal gathering at Bauer Media (see below), where I kicked off a day of speakers offering different perspectives on what branded content is, where it’s at and heading.


The presentations were pretty similar and you can see the version I presented at Digital Media Expo 2015 below. It’s an adaptation of my presentations for the Osservatorio Branded Entertainment (OBE) Summit in Milan last month and the Golden Drum ad festival in Slovenia last year.

In summary, I explained that despite the prediction that branded content will be at the heart of every marketing strategy, there’s still a lot of confusion about what it is. This isn’t helped by the array of competing terms being bandied about by practitioners, such as “branded content”, “branded entertainment”, “content marketing”, “brand publishing” and “native advertising”.

You can read the full version of this post over on BOBCM

Special thanks to Ryan Skinner at Forrester for introducing me to the WAN – IFRA team, and to Dan Jennings for inviting me to speak to his colleagues at Bauer Media.