Video: What Publishers Can Learn from Agencies About Native Advertising

Editor’s Note: The below video is excerpted from the webinar “How The Economist & Breaking Media are Growing Native Ad Revenue.”

Native advertising has proven to be a lucrative revenue stream for many publishers. Bloomberg, for example, doubled its revenue from custom content in 2015, and Wired attributed 20% of total 2015 revenue to native advertising. Publishers have found success in this space because they have the ability to create content that resonates with their audiences and integrate brands seamlessly into that content. That is a major differentiator between publishers and their agency competitors.

But there are aspects of native advertising that agencies execute better than many publishers, said Breaking Media’s former director of marketing solutions Kate Eidam. During the webinar “How The Economist & Breaking Media are Growing Native Ad Revenue” she noted that agencies are much more service-oriented and strategic in how they manage native advertising campaigns.

“When a client engages with a full service agency or digital agency, it really is about a long-term strategic relationship. The agency becomes embedded in the day-to-day business of the client. They become more of a partner than a vendor,” she said. Here Eidam explains how publishers can better manage native ad campaigns and translate those campaigns into a long-term partnerships:

The full, hour-long webinar is free to watch and features additional insights from The Economist’s Michael Dolan on how to maintain the quality of native content and stay true to a magazine’s editorial mission. View the full webinar here.