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Jun 24, 2020Liked by Josh Sternberg

LISTICLES as click-bait! So many awards out there it's hard to determine what's pay-to-play and what's authentic.

"Native" harkens back to product placement (brand as underwriter), the primary driver of ad support in terrestrial radio and linear television. Think of today's version where content (tv, podcasts, etc.) is provided with limited or no ad interruption to underwriting paid-access to content. These are still arguably the best positions for brands to take. Brands aligning to help content companies deliver on what consumers want (access to content supported by consumer action). This is a true form of a value-exchange that I hope only increases. There is a lot of creativity to be explored in the space and hopefully innovation continues to ramp up for the benefit of original content creation, consumers and brands.

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