Publishers say they’re not out to eat agencies’ native content lunch – they just want to share it.”
Of the wealth of great insights and content coming out of this year’s Ad:tech London, this was the headline that caught my eye.
Speaking on a panel at the event, both News UK and The Economist agreed that they are not out to steal native content briefs from agencies, but instead insisted that more collaboration is needed to make it a more successful part of the marketing mix.
I completely agree that going halfsies on lunch is the way forward.
The market is flooded with content marketing opportunities that vary wildly in quality, all under the ‘native’ umbrella. We’ve watched this slippery slope of quantity over quality start to take hold. Often, this content is not written by editors, doesn’t have a point of view, and does not fit ‘natively’ into the editorial voice of a site. This is antithetical to engaging consumers and readers in a meaningful way.