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Strategic insights
Brands and Publishers: The Trend of Sponsored Content




Written by on August 3, 2016

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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Thomas Baekdal

Thomas Baekdal

Founder of Baekdal, author, writer, strategic consultant, and new media advocate.


Check out my book: THE SHIFT - from print to digital and beyond? Free for Baekdal Plus subscribers, $8.79 on Amazon.

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