One important question to reflect on is What is good native advertising? One of best ways of answering that question is to take a look at what Netflix have been doing with it in recent years. Not only are they creating great content, they’ve also been setting the bar as to what a brand can bring to a media platform by paying for important storytelling. Read more
If you have worked in communication or marketing you are probably familiar with thinking about the media landscape in terms of owned, paid and earned media. It’s a good way of structuring the different types of media, but it should not control how we work with messaging, target groups and content. In a time where the customer is in control, and the borders between media types are blurring, we need to have a strategic perspective and work to achive a convergence in media use. Read more