Audio from the Native Ad Summit: Strategies for Growing Native Advertising Revenue
Last Wednesday Publishing Executive hosted its Native Advertising Summit at the New York City Union League. The event assembled 60-plus executives in the magazine and media industry to discuss how media companies can capitalize on the growth of native advertising and offset the waning revenue of commoditized display ads and print. Panels explored why publishers are uniquely qualified to meet advertisers’ content marketing needs, organizational and workflow changes needed to scale up native ad production, and how publishers are utilizing native campaigns to build deeper and more meaningful relationships with their advertisers.
In the interest of exposing the thought provoking ideas that were shared by our panelists to the Publishing Executive community, we’re posting the audio of our panels on selling and managing native advertising and the audio from our keynote session with WIRED head of marketing Maya Draisin. You can tune into these discussions by clicking the embedded audio below.
How Smart Publishers Are Selling Bigger Native Content Campaigns
This panel discussed the importance of collaborating with brands to build out effective and profitable native content campaigns. Panelists shared how they are growing native ad revenue by adjusting their sales techniques and pursuing long-term relationships with advertising clients.
Speakers: Kerry Dyer, Publisher & Chief Advertising Officer, US News & World Report
Nina Frazier Hansen, Creative Director, FASHIONISTA
William Friend, CEO, Bisnow
Moderator: Scott Singer, Managing Director, DDG Inc.
Making Native Advertising Work: Navigating Talent, Workflow & Technology Challenges
Panelists shared insights on how to execute native advertising within an organization and effectively scale the business. These leaders shared insights on the talent requirements, new workflows, and technologies needed to effectively grow native advertising revenue.
Speakers: Michael Dolan, Digital Strategist, Client Technologies, The Economist
Jane Grenier, Executive Director, Client Services, Quartz
Dan Rubin Executive Director, Strategy, MXM (Meredith Xcelerated Marketing)
Mike Monroe, VP of Marketing & Head of Forbes BrandProductions, Forbes
Moderator: Georgia Galanoudis, Managing Director at Imprint, a Sullivan Content Lab
Keynote Q&A: Inside WIRED Brand Lab
WIRED’s head of marketing Maya Draisin explained how the publisher launched its creative agency WIRED Brand Lab and manages ambitious cross-platform storytelling for clients like Nokia and Mercedes Benz.
Speaker: Maya Draisin, Head of Marketing, WIRED
Moderator: Denis Wilson, Editor-in-Chief, Publishing Executive