WAN-IFRA Global Advisory
Helping News Media Prosper in a Digital World
Native advertising, sponsored posts, advertorial, branded content. There are many different definitions, so it’s no surprise every publisher labels this differently. One thing is clear: in a time of ad blocking and stagnating display rates, branded content offers an attractive and secure revenue stream. But it’s also clear that developing a good branded content business can be difficult and expensive.
How to be creative but create strong re-usable products? How to draw lines with the editorial team? How to structure the team? How much to spend on promotion and marketing of hero content?
We’ve met and discussed strategy with with Deseret, T Brand Studio, Sharethrough, Tribune Company (tronc), La Factoria, Schibsted, Tamedia and dozens more. We’ve run training sessions and presentations on practical branded content at Digital Media Europe events.