Presentation at the WAN | IFRA (World Association of Newspapers and News Publishers) Middle East Conference in Dubai: More video content is being watched than ever before, so will native advertising and editorial-based content marketing be enough for publishers to compete for consumers attention in an increasingly on demand world. Justin will present inspiring examples from the exciting space where advertising and entertainment collide and beyond, as well as insights from global experts to help you deliver more engaging content strategies for brands and their consumers.

1. BRANDED CONTENT
A SURVIVAL STRATEGY FOR
THE COMING 'ADBLOCALYPSE’
@juzzie'

2. So what is Branded Content?
BRANDED
ENTERTAINMENT
NATIVE
ADVERTISING
BRANDED
CONTENT
CONTENT
MARKETING
BRANDED
PUBLISHING
It’s complicated!

3. RYAN%SKINNER%
Senior'Analyst'
FORRESTER'
Don’t confuse Media-Led And
Customer-led Content Marketing
#'
MEDIA,LED%
ATL,like%supports%Brand%
Adver>sing%Goals%'
%
CUSTOMER,LED%
BTL,like%Supports%Direct%
Response%Goals%'
%

4. ANDREW%DAVIS%
Marke9ng'Author'
BRANDSCAPING'
The Content Marketing Quadrants?
#'

5. It’s'a'hard'category'to'define,'and'
one'that'is'inherently'messy'and'
foggy'with'no'clear'horizons'because'
it’s'horizontal.''
“%
DAVID%LUBARS%
Chief'Crea9ve'Officer'
BBDO'Worldwide'
Defining the territory is like
trying to nail jelly to a table
#' %%%%%%%%%%%%%%%%%%%%%%%%%%%Content%now%just%
what%marke>ng%is%and%does!'
'

6. Every'B2B'marke9ng'agency'is'cramming'
the'word'content'into'everything'they'do.'
Copywri9ng'agencies'are'now'content'
farms.'Video'produc9on'Companies'are'
now'“rich'content'creators.”'Contract'
publishers'are'rebranding'themselves'
as'content'marke9ng'experts.''
'
“%
DOUG%KESSLER%
CoVfounder'
VELOCITY'PARTNERS'
#'
But as more content gets created
than ever, there’s a real problem
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%We’re%all%
about%to%be%deluged%in%crap!'
'

7. Crème rises to the top

8. In'adver9sing,'people'are'thrilled'if'an'ad'
goes'viral'or'even'gets'watched.'
TIM%PIPER%
Writer/Director'
PIPER'
Competing against content that
people seek out and even pay for
“%
#'
'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''Then%there’s%
a%few%thousand%people%in%LA%who%create%
work%that%people%pay%to%go%and%see.

9. SIMON%SINEK%
Author'
START'WITH'WHY'
The rise of Social Purpose:
winning hearts not just price
comparing minds
The'goal'in'business'isn’t'to'sell'to'
people'who'need'what'you'have,'it'is'
to'do'business'with'people'who'
believe'what'you'believe."
“%
#'

10. Brands'need'to'understand'that'
connec9ng'with'people'is'a'social'exercise'
that'is'conducted'through'the'messy,'
murky'construct'called'culture:'the'stuff'
we'consume,'talk'about,'watch,'and'
interact'with.'
“%
CHRIS%McCARTHY%
Head'of'Crea9ve'Strategy'
GOOGLE'ZOO'
That’s all about Brand Culture
and becoming a more culturally
connected brand
#'

11. MUNA%ABUDAYYEH'
Head'of'Branded'Content'
ZENITHOPTIMEDIA'
The rise of more locally produced
content versus globally adapted
Today’s'Arabic'skep9c'will'embrace'relevant'
and'honest'brands,'ones'that'appear'to'
understand'them,'speaks'their'language'and'
even'their'accent'in'some'cases.''
“%
#'

12. GUIDO%MERCATI'
CIO''
FILMMASTER'MEA''
Big culture moment campaigns
could be a trap for many CMOs
Branded'Content'is'in'fact'and'mostly'about'
365,'responsive,'omnichannel'plaaorms'to'
serve'beber'your'everVdemanding'audience.'If'
you'don’t'answer'a'need'and'you'don’t'keep'
on'following'up,'someone'else'will'do'it'for'you'
or'will'find'the'first'opportunity'to'sneak'in,'
wherever'you’ll'leave'some'room.''
“%
#'

13. More 360 and continuous
content creation strategy?
y
consumers, their particular brand. long and the short of it’.

14. As'more'and'more'branded'videos'land'in'our'
9melines'on'social'media,'brands'must'differen9ate'
their'content'from'the'masses.''
NISRINE%GHAZAL%
General'Manager''
FUSE'MENA'
Add value to people’s lives if
want them to share that value
“%
#'
'''''''''''''''''''''''''''''''''''''''''''''''''''''''''Providing%ac>onable%
takeaways%–%such'as'9ps,'hacks,'recipes'or'howVto'
videos%–%will%increase%the%sharer’s%social%currency%
and%other’s%dependency%on%them.''

15. I'hope'that'brands'will'move'away'from'their'
realV9me'marke9ng'obsession'and'create'
something'more'substan9ve'and'las9ng.'The'
Volvo'Trucks/Jean'Claude'Van'Damme'video'is'
mesmerising'and'the'Lowe’s'Fix'in'Six'Vines'are'
legi9mately'helpful."JOHN%McDERMOTT%
Staff'Writer'
DIGIDAY'
Creating something more
affordably additive?
“%
#'
''''''''''''''''''''''''''''''''''''Seems%a%lot%more%addi>ve%
than%twee>ng%nonsense%during%the%Super%Bowl."

16. ANN%HANDLEY'
Author'and'CEO'
MARKETINGPROFS'
Find a mechanism to allow you to
collect customer stories at scale
Airbnb'is'killing'it'in'branded'content.'For'
example,'they'recently'launched'a'plaaorm'
where'people'can'submit'their'own'stories'at'
Create%AirBnB.'
“%
#'

17. SCOTT%DONATON%'
Chief'Content'Officer'
DIGITASLBI'
Story-led marketing changes
everything about going to market
Brands'are'going'to'have'to'change'their'
processes,'the'skillsets'of'the'people'they'
hire,'the'9meframes'they'work'on,'the'way'
they'allocate'and'think'about'budgets,'and'
their'defini9on'of'crea9vity’.''
“%
#'

18. Build an inspiration library
LEAH%BULEY'
Principal'Analyst''
FORRESTER'RESEARCH'
#'

19. MITTU%SIDHARA'
CIO/CTO''
TUI'TTRAVEL'PLC'
Look at your comparators for
inspiration not just competitors
“%
#'
Your best experience is your best
experience and it doesn’t matter whether
that’s in travel or if it happened in a shop,
or it happened on a web site. We’re
continually scanning the market for
what good looks like.

20. Thank You
@juzzie
.NET