Why Branded Content Is Poised to Take Over
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.