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Executive Report - By Thomas Baekdal - August 2016

Brands and Publishers: The Trend of Sponsored Content

Everyone is talking about sponsored content these days, which isn't really a surprise since we can't do traditional advertising (either print or display ads) with mobile. But there are two ways to look at this trend.

One way is to look at sponsored content from the perspective of advertising, in which sponsored posts and native ads are going to dominate the immediate future. The problem with this is that it's just advertising in a different format.

But we can also take this a step further. What if sponsored content wasn't designed to be advertising? What if we could mix it with the integrity of journalism and create something so much better?

This is what we will talk about in this article. What is the future potential for these two paths of sponsored content?

Sponsored content is many things

Before we take things up a level, we need to talk about the many different ways sponsored content works today, and the trends that define them.

Just advertising

At the lowest end of sponsored content are the simple forms of advertising, in which a brand pays a social network to feature one of their posts in the form of an ad. In itself, this type of sponsored content is important, because it's the future of display advertising - as in the low-end but very high-volume type of advertising that every brand turns to when they just want to get more exposure.

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What is Baekdal?

Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"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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