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There is a lot of talk about 'native advertising', and pretty much all of it is... well... crap. It's just the lowest form of content, paid to be placed as articles on mostly viral optimized sites. Yes, it creates traffic, but it's a complete waste of everything.
So let me show you a really good example of native advertising. Subaru paid Hot Rod Magazine's very popular 'RoadKill' show to do a challenge between the new 2015 Subaru Legacy and whatever car the Hot Rod crew had in their garage, and the result was an absolutely excellent show that is fun and enjoyable to watch, which brought with it a ton of really powerful brand value for Subaru.
This is how it's done people!
Also, keep in mind that I have written two Plus reports about the strategies around native advertising. Native Advertising in 2014 and Native Advertising Needs to Shift to Purposeful Content.
Being an independent publisher is great, but it's also hard.
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"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé
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