The $ Words: Sponsored
Content, Advertorials &
Native Advertising

#moneywords
Saturday, October 19, 13

#ona13

@davidzsp...
Brands telling their story is nothing new

Saturday, October 19, 13
Brands telling their story is nothing new

Saturday, October 19, 13
Brands telling their story is nothing new

Saturday, October 19, 13
Neither is the editorial debate about it
Harold Ross, who founded The New
Yorker, was deficient in education and
had—at le...
Saturday, October 19, 13
Naked Juice

Inspires Good
Saturday, October 19, 13

New Orleans Tourism

Provides Utility
Virgin Mobile

Entertains through Pop Culture
Saturday, October 19, 13

All State

Celebrates Heroes
esri
Masthead branding
• Curated content
• Brand content
•

Saturday, October 19, 13
The Onion nailed it:

Saturday, October 19, 13
Saturday, October 19, 13
Best practices for publishers

• Strict separation of Church and State
establishes credibility for both sides
• Be your cl...
Resources

http://www.edelman.com/p/6-a-m/sponsoredcontent-an-ethical-framework/
http://www.iab.net/member_center/
committ...
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Ona 13 moneywords

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Ona 13 moneywords

  1. 1. The $ Words: Sponsored Content, Advertorials & Native Advertising #moneywords Saturday, October 19, 13 #ona13 @davidzspiegel @jweb
  2. 2. Brands telling their story is nothing new Saturday, October 19, 13
  3. 3. Brands telling their story is nothing new Saturday, October 19, 13
  4. 4. Brands telling their story is nothing new Saturday, October 19, 13
  5. 5. Neither is the editorial debate about it Harold Ross, who founded The New Yorker, was deficient in education and had—at least to all outward appearances —a vulgar turn of mind. What he did possess, though, was the ferocity of independence. He was having a tough time finding money to keep his floundering little sheet alive, yet he was determined that neither money nor influence would ever corrupt his dream or deflower his text. E. B. White Saturday, October 19, 13
  6. 6. Saturday, October 19, 13
  7. 7. Naked Juice Inspires Good Saturday, October 19, 13 New Orleans Tourism Provides Utility
  8. 8. Virgin Mobile Entertains through Pop Culture Saturday, October 19, 13 All State Celebrates Heroes
  9. 9. esri Masthead branding • Curated content • Brand content • Saturday, October 19, 13
  10. 10. The Onion nailed it: Saturday, October 19, 13
  11. 11. Saturday, October 19, 13
  12. 12. Best practices for publishers • Strict separation of Church and State establishes credibility for both sides • Be your client’s editor, and don’t be afraid to say no • Make sure branded content is authentic and relevant to brand, customer and publisher Saturday, October 19, 13
  13. 13. Resources http://www.edelman.com/p/6-a-m/sponsoredcontent-an-ethical-framework/ http://www.iab.net/member_center/ committees/working_groups/ native_advertising_task_force http://nativeadvertising.com/ Saturday, October 19, 13

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