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Author: Dale Lovell
Publishing Director and Co-Founder, Content Amp.
I head up the content strategy and content production side of the Content Amp business.
I have worked in online publishing since 2000. I cut my teeth working for a number of online start-ups, practising blogger outreach, ePR and content marketing before the terms were widely used and practised. I have also worked as a freelance journalist and copywriter as well as online content strategy consultancy to brands such as The National Geographic Channel.
I was lucky enough to get to attend the IAB Leadership Summit at Sopwell House, St Albans a few weeks ago. As the name implies it’s a senior level summit of industry bigwigs from brands, agencies, publishers and technology sectors.
With recent, damaging claims that certain programmatic ads have had a role in unexpectedly helping to promote hate speech, and even worse, to fund terrorism, ad tech’s reputation has taken a real battering in the last few months.
The World Cup in Brazil has created an online buzz;. Swathes of content have outpoured online and social media activity has been off the scale.
While England, Spain and Italy will be licking their wounds and flying home in disappointment, we take a look at what comparisons can be drawn between native advertising and the sporting event of the year.
With native advertising the buzz phrase among marketers for 2014, London is poised to lead the way in innovation in what is one of the most creative digital ad formats to emerge in recent years.
In November AirBnB co-founder Nathan Blecharczyk claimed that London was ‘stuck in a Silicon Valley Roundabout’ and held back by its failure to produce a ‘billion dollar’ online business.
Many in London found the comments annoying. Phil Cooper, a digital veteran who launched the UK’s first video ad network and was until last year European MD of Brightroll, was one of them.
Cooper, who launched his latest digital venture six months ago, London based accommodation platform Kippsy.com, a competitor of AirBnB in the London market, believes that what London does best is innovation; taking an established model, technology or platform and turning it on its head.
It’s the summer. Medialand is on holiday, and even if you are at work there is a holiday feel around.
It’s harder to get hold of the right people, the decision makers that are required to input into your digital marketing. It’s a time, ideally, when marketers are under a little less pressure than normal.
As more and more businesses, from multi-national brands to one-man-bands, continue to embrace content creation and content marketing as an effective tool to engage and embrace with their customers, we are now living in a world of Fast Moving Consumer Content (FMCC).
Those brands and businesses that understand, and adapt their marketing efforts to accommodate the continuing, insatiable consumer demand for content, the more successful they will become.