Why Branded Content Is Poised to Take Over

Peter Minnium

Peter Minnium, head of brand initiatives, Interactive Advertising Bureau

Branded content and native advertising gets a thorough examination in this interview of Peter Minnium, head of brand initiatives, Interactive Advertising Bureau.

It’s quite a long read, but well worth it for the insights that Minnium brings to this burgeoning channel. A quick quote:

“The new area that’s growing is content advertising. There’s a land grab going on because no established player “owns” it. We will absolutely begin to see a shakeout over the next year to 18 months as traditional agencies begin to learn those skills and bring them in house.”

Food for thought — read the full article here.

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