Quartz, Meredith & The Economist Round Out Speaker Roster at Native Advertising Summit
Native advertising is proving to be a lucrative revenue stream that enables publishers to build long-term relationships with advertisers in an era of increasingly commoditized display ads. In light of this growing opportunity, we’ll be hosting Publishing Executive Live: Native Advertising Summit on March 16th in New York City.
Publishing leaders from WIRED, The Economist, U.S. News & World Report, Breaking Media, Quartz, Bisnow, and Meredith fill out the final speaker roster. These executives will dive into strategies for publishers to grow new revenue streams through branded content and native advertising and discuss the talent and infrastructure needed to execute these strategies at scale. Following are a few highlights.
Maya Draisin, head of marketing at WIRED, will keynote the Native Advertising Summit. In a conversation with Publishing Executive EIC Denis Wilson, Draisin will share how Wired Brand Lab has grown to become a top revenue generator at WIRED.
A panel on “Making Native Advertising Work” will focus on the organizational changes publishers must implement to successfully scale native advertising, including considerations around hiring new talent and implementing new technology. Joining this panel will be Jane Grenier, executive director of client services at Quartz; Dan Rubin, executive director of strategy at MXM (Meredith Xcelerated Marketing); Michael Dolan, digital strategist, client technologies, The Economist; and Mike Monroe, VP of marketing & head of Forbes Brand Productions.
Attendees will also hear how other publishers are cashing in on native advertising in the panel “How Smart Publishers Are Selling Bigger Native Content Campaigns.” This panel will explore how media companies are adapting their sales techniques for selling native campaigns and how they’re turning small accounts to big ticket campaigns.
To learn more about the Native Advertising Summit and to register, visit the event page here. The summit is free to attend for executives who work at publishing and media companies. Any industry vendors or suppliers interested in attending should contact publisher Matt Steinmetz at firstname.lastname@example.org to learn more about sponsorship opportunities.
See descriptions of highlighted sessions below.
8:30AM - 9:30AM
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.
Kerry Dyer, Publisher & Chief Advertising Officer, U.S. News & World Report
Nina Frazier Hansen, Creative Director, FASHIONISTA
William Friend, CEO, Bisnow
Moderator: Scott Singer, Managing Director, DDG Inc.
10:00AM - 10:45AM
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.
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, Imprint, a Sullivan Content Lab
11:00AM - 11:30AM
The Best Distribution Channels for Native Advertising
Fireside Chat with PostUp CEO Tony D’anna & Publishing Executive EIC Denis Wilson
11:30AM - 12:00PM
Keynote Q&A: Inside WIRED Brand Lab
In a fireside chat with WIRED Head of Marketing Maya Draisin, we’ll explore how the media brand is capitalizing on the native advertising boom. We’ll look inside WIRED Brand Lab, the full-service agency model specifically developed to connect brands to the WIRED world through cross-platform storytelling. We’ll also learn how WIRED manages client expectations through the creative process and how large native campaigns are successfully sold.
Maya Draisin, Head of Marketing, WIRED
Denis Wilson, Editor-in-Chief, Publishing Executive