Date: 19 Oct 2015 - 20 Oct 2015, 8:30 - 17:00
Host: Falconer Hall, Falkoner Alle 9, Frederiksberg
Congratulations to Native Advertising Institute for putting together what’s rumored to be the first-ever Native Advertising conference, attended in Copenhagen by 250 people from 14 countries!
DABF was there to learn more about this important marketing tool, which US publishers and brands seem to be using far more effectively than Danish (consensus was that US is about 18 months ahead of Europe). Speakers from The New York Times, Google/YouTube, Twitter, LinkedIn, Politico, The Huffington Post, The Atlantic, Time Inc., Florida content-development agency Fractl, and many others, showed us how brands are using Native Advertising not only to improve awareness but also to reposition and of course to sell more.
It’s all about emotionally engaging the audience using contextually-relevant pieces that are developed and tested to achieve the brand’s specific goals. Whether in the form of articles directed toward CEOs, “snackable video stories”, interactive infographics, survey results, or other pieces from your content toolbox, the aim is for the brand to own topics and link to big stories and events that help build trust and liking. Nordic examples from Carlsberg, Clas Ohlson and PostNord also helped inspire on how to experiment with this relatively new marketing tool.
This was a GREAT event for any marketer wishing to stay up-to-date in how to market, especially if you plan to compete in the US.
Watch this space for a follow-up event in 2016!