native advertising presentation from digiday content marketing summit
TRANSCRIPT
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/ @CJN
HELLO I AM
COLIN
NAGY
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TWO OBSERVATIONS TODAY
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1/THE BEST NATIVE ADVERTISING
SHOULD BE HARD TO MAKE
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2/THE WORLD
NEEDS MORE EDITORS
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THE MOST UNDERVALUED THING IN BRANDED CONTENT…
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IS THE SPIRIT OF SALTY, CYNICAL EDITORS
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THEY PROTECT USFROM MEDIOCRITY
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AND MAINTAIN HIGH STANDARDS
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MONOCLE DOES NATIVE WELL. WHY?
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BUT THERE’S TOO MUCH DIGITAL MELBA TOAST THESE DAYS
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AND NATIVE SHOULD NOT BE A SCALE PLAY
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THE NEED FOR SCALE, ESPECIALLY SCALE FOR SCALE’S SAKE, DRIVES EVERYTHING IN MEDIA. IT IS ALSO THE WORST OF HUMAN IMPULSES TO BE DRIVEN BY. THERE IS A STRAIGHT LINE FROM HYPERPOLARIZED POISONOUS STATE OF AMERICAN SOCIETY TO THE NEED FOR SCALE IN EVERYTHING, ESPECIALLY MEDIA.
“
”/ RAFAT ALI, FOUNDER, SKIFT
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SAVILLE ROW VS H&M
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GREAT WORK COMES FROM DEEP UNDERSTANDINGOF A PLATFORM
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COUPLED WITH CREATIVEFINESSE AND NUANCE
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SOME LIGHTHOUSES FOR THE INDUSTRY
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NYT +ORANGE IS THE NEW BLACK
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SB NATION + NIKE: FIRST AND LONG
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KIND +GIMLET MEDIA MYSTERY SHOW
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THREE QUICK TAKEAWAYS
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1/THE ENERGY AND THOUGHT REQUIRED TO SELL A STORY TO A CYNICAL EDITOR
IS LACKING IN BRANDED CONTENT. HENCE, ALL THE MELBA TOAST.
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THE UNIQUE ATTRIBUTES OF THE PUBLISHER.
SOMETIMES THIS MEANS DROPPING — GASP — CREATIVE EGO…BUT IT DOESN'T MEAN LOSING BRAND MESSAGE.
2/FIGHT TO FIND THE ACTUAL ANGLE AND BRING IT TO LIFE WITH
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/ JASON HIRSCHHORN
3/“HAVE A VOICE. CHALLENGE YOUR AUDIENCE, THEY WILL LOVE YOU FOR IT.”
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THANK
YOU