Native advertising is one of online publishing's favorite products this year - it's been billed as more effective than traditional online advertising because it deliberately matches the user experience into which it's placed, whereas traditional ads that "pop" out of the content are often easily tuned out. Do the results bear that out?
From sponsored tweets and promoted stories to the more subtle sponsored posts of BuzzFeed and now even the Washington Post, native ads are designed to fit the form and function of a publisher's page so that they are less interruptive. How effective are they? And if they truly are a publisher's best monetization tool, how can you package and sell a valuable native advertising product?
Join us to learn:
How to choosing the right content
FTC compliance issues
Successful and disastrous case studies
About the Panel:
Tessa Gould is The Huffington Post Media Group's Director of Native Ad Product, managing all aspects of The HuffPost's native offering, including product strategy & development, as well as the in-house brand creativeagency she pioneered, HuffPost Partner Studio, which is a team of talented writers, editors, designers and strategists dedicated to helping brands create quality branded content on The Huffington Post.Prior to joining The Huffington Post, she worked in Strategy & Operations for AOL Inc. where she was part of a high-performance team tasked with executing AOL's turnaround strategy and transforming the company into a major player in the digital media & online advertising space. Prior to AOL Tessa spent 5 years working in management consulting, where she advised Fortune 500 brands both within the United States & further abroad in Australia & New Zealand. Tessa has both a law degree and an undergraduate degree in Business from the University of Auckland, New Zealand.
Dan Greenberg is the founder and CEO of Sharethrough, an SF-based software company that powers in-feed, native ads for premium publishers like Time Inc, Hearst, People and brand marketers like Pepsi and P&G. Dan also acts as the co-chair of the IAB Native Advertising Committee. Named to the 2012 Forbes "30 under 30" list and a regular contributor to TechCrunch and AdAge, Dan comes from a research background at Stanford in persuasive technology and regularly teaches classes in brand content and viral engineering.
Lauren Drell is the Branded Content Editor at Mashable, where she manages advertiser-supported content campaigns and writes and edits custom content. Lauren holds a B.A. from the University of Pennsylvania and an M.S.J. from Northwestern University’s Medill School of Journalism. She is a member of TheLi.st and Brick Society, and her personal interests include Instagramming @FranklinPup, grading NYC's cupcakes and spotting typos for Spelchekt.
Jack Krawczykis the Director of Product Management at Pandora, where he is focused on leading the product technology team that is responsible for delivering advertising solutions. Prior to joining Pandora, Jack was the Head of Monetization at StumbleUpon, where he was responsible for the product management of advertising and partnership solutions. In his time at StumbleUpon, he launched Paid Discovery, a social distribution platform enabling brands to maximize the reach of their produced content. Additional previous work experience includes a position at Google where he worked on the development of Google+, and previously industry marketing management of Fortune 500 advertising relationships in the media & entertainment, financial services, travel and local services sectors. He has also worked as an analyst at Banc of America Securities and is a frequent contributor to trade publications such as Advertising Age, TechCrunch and iMedia. Jack holds a BS in Information Systems from Carnegie Mellon University.
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).