Viewing entries by
Giles Goodwin
Amidst the global fanfare of Euro 2016, people from all over Europe filling the streets to catch a glimpse of the match on the big screens, or cramming into bars to cheer on their nation, a not-so-small tech conference took place. And this was no ordinary industry event. Paris has quickly become a hub for tech companies and Viva Technology Startup Connect reflected that.
We in the digital advertising industry often discuss that space is forward-thinking and vastly ahead of "traditional" advertising. However much of your "run of the mill" digital advertising is lacking a connection with consumers.
Turning the page to a New Year is always a good time to pause, reflect and also look forward. We have our incredible publisher, brand and agency partners to thank for a 2015 that saw solid growth of impressions, interactions and live ads across our platform.
Our customers recognize that we’re constantly striving to provide newer and better ways to do advertising. We’ve built our company around a technology that enables our customers to build, traffic, and measure interactive, content-rich ads at scale. As I touched on in my year-in-review post, we are fortunate to work with strong partners who are empowering us to build on this technology with continued innovation. One of these key partnerships is with Publicis Groupe.
It's great to feel a sense of momentum when you’re building a business. That momentum comes from successfully hitting milestones and reaching stretch goals. It fuels itself through providing confidence to the team, building innovative new technology, and growing strong relationships with customers and partners. As we approach the end of the year, it’s great to feel the wind in our sails. I’d like to share how our momentum has picked up over the past several months and why we’re excited for the new year ahead.
Flite recently restructured our entire company into cross-functional teams and it’s working great for us. We tested this concept early in the year by forming a few small teams. By combining sales people with developers and account managers with marketers into teams, they are able to work with common priorities and shared goals. A few months ago we pushed this further and reorganized our whole company into multiple cross-functional teams designed out of what we found worked in our smaller tests.
Some of the benefits we’re seeing:
Those are the top pluses, and add up to more than enough reason to be excited about it.
I was in the audience for a panel on the future of native ads a few weeks ago. It didn't take long for the panel, which was made up of ad tech executives, to find the first point to disagree on: What's the definition of a 'native ad'. After a little bickering, the moderator was able to get the group to agree on something like this:
Native ads are paid media units that take on the form of the environment they are displayed in.
That worked for me.
More debate followed about "what was the first example of a native ad?" and "do we need to consider print or just digital when thinking native?" For the context of this post, let's consider only online digital native ads while we dive into some examples to shed light on those questions. Along the way we will uncover some of the sources of controversy that drive the debates around native ad formats.
This post was originally published for LinkedIn and can be read here.
LinkedIn is showing us all the power of great content to connect us with a brand. This post itself is an example of the ways they are sourcing content which in turn brings us closer to LinkedIn's own brand.
The three big trends in paid media can be good for both brands and consumers if brand embrace content marketing and use smart tactics and make good use the latest ad tech.
