Native Advertising: Value Your Content
3) Where, in a CMO's budget, are we going to secure additional revenue for native advertising? CMOs are inundated with new opportunities to leverage their finite budgets against new ways to reach their audience. Native advertising is just the latest in a long line of media innovations designed to secure bigger and bigger buys from our advertisers. However, if you're pursuing native advertising, perhaps it is best to target a piece of the CMO pie we traditionally don't go after: the PR piece. If you're going after the $8 billion a year spent on PR, is native advertising the best use of that money?
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.