Content marketing, branded content, and native advertising, which ever way you chose to phrase it it's going to be big in 2015. Along with below-the-line activity and brands investing in their owned channels, but what does this mean for established Australian publishers? AdNews asked some of the big players in publishing what they thought was coming down the pipeline for them and here's what they had to say.
Michael Miller, CEO, APN News & Media
“More marketing dollars will be allocated to branded content - also known as content marketing, native advertising, advertorials or product placement. The print category will begin to recover, particularly with regional and community newspapers where the strength of hyperlocal will continue to attract local advertisers and readers. More and more consumers will start paying for unique content online.”
Tom Armstrong, commercial director, Fairfax Media
“Content marketing will increase in 2015 but much of it will be of poor, low quality. Creating great content that engages audiences is hard but this is where publishers can help brands. Data-driven marketing will continue to explode with significantly more granular targeting opportunities. We will see more collaboration among premium publishers.”
Sev Celik, commercial director, NewsLifeMedia
“I'm predicting that there will be a noticeable move away from traditional advertising in marketing budgets to more below the line activity. Brands will invest heavily in their earned and owned media assets and content marketing will become a basic brand requirement. Publishers like NewsLifeMedia will set the agenda in terms of quality, authentic meaningful storytelling for our clients brands. Brands will get back on the agenda.”
Julian Delany, general manager, news.com.au
“Consolidation and focus on strong and trusted Australian digital brands will be vital as global brands continue to enter the Australian market place. Local knowledge of the consumer, in any form, will become an even more important asset. It will allow digital teams to refine or pitch their product and brand offerings to consumers whose personal 'time' remains a premium consideration filter.”
Watch this space for more predictions regarding other industries over the coming days.
Have your own predictions? Tell us below.
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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