[Editor’s Note: Presentations from this summit can be downloaded here Publishing Executive Native Summit.
Make no bones about it: content has become the currency of brand marketers seeking to engage customers and inspire purchases.
Fortunately, media companies are perfectly positioned to meet brands’ voracious appetite for content marketing, standing to drive new revenue by creating and distributing native advertising. And leading publishers are doing just that, capitalizing on their expertise in producing the kind of multi-media storytelling that resonates with consumer and B2B markets.
Of course, any new revenue stream comes with its challenges and native advertising can be a particularly tricky endeavor. Producing effective content marketing campaigns at scale presents a slew of organizational, technological, and sales challenges.
On March 16th in New York City, Publishing Executive will host the Publishing Executive Live: Native Advertising Summit, which will explore how leading publishers are meeting the native ad demand, overcoming obstacles, and boosting revenue. Hosted at The Union League in New York City from 8AM to 12PM, the Native Advertising Summit will gather leaders from Wired, The Economist, Breaking Media, U.S. News & World Report, Bisnow, and more. Panel discussions and fireside chats will delve into how smart media companies are staffing up, implementing new technology, and closing bigger native deals more often.
Details on select sessions for the March 16th event are below. For more information on attending or sponsoring the Native Advertising Summit, please contact publisher Matt Steinmetz at email@example.com.
How Smart Publishers Are Selling Bigger Native Content Campaigns
The dynamics of native advertising and content marketing require publishers to work with clients in more collaborative ways. Fortunately, this can enable publishers to develop (and sell) bigger, long-term native ad campaigns for brands. We’ll hear how publishing and media companies are growing native ad revenue by providing effective content marketing services. They’ll share their experience on adjusting their sales techniques for selling this new offering, how they continue to develop this business, and what they see on the horizon.
Making Native Advertising Work: Navigating Talent, Workflow, and Technology Challenges
As with any new product or service, new challenges go hand-in-hand with the native advertising opportunity. This panel will explore changes publishers may need to make to their organizations and workflows in order to enable marketing services to truly grow. Attendees will learn about effective strategies for scaling up content marketing services, potential talent and skillset requirements, and key workflow and technology considerations.
Keynote: Inside WIRED Brand Lab
A Fireside Chat with Maya Draisin, Head of Marketing, WIRED
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.