In July, Lindsay Harrison became creative content lead for Mashable’s branded content team. To her, creating a native advertising campaign is like solving a jigsaw puzzle, and trends are something that both brands and publishers need to be sceptical of.
***Lindsay Harrison will be among speakers from around the world at Native Advertising DAYS from 8-10 November. As a member of FIPP, you are entitled to a discount of €100 discount on the ticket purchase to the Native Advertising DAYS event by using the promo code FIPP17. Get your discounted ticket here***
Every custom campaign has to be just that — custom. As a strategy lead for Mashable Brand X, my job is to make sure that we’re pitching first to market editorially driven content executions that align the specific goals of a brand with Mashable’s voice and identity.
I think of each campaign as solving a jigsaw puzzle, fitting together different shapes and pieces, from the target audience to our content ideas to the distribution method that best leverages Mashable’s robust audiences across site and social.
To help solve this puzzle, my team uses Velocity, Mashable’s proprietary data tool to discover insights about specific audience demographics and what types of content they consume and share most widely. To ensure that each campaign is a custom and premium offering, we lead with a 360-degree content strategy, creating platform-specific content solutions on Mashable’s eleven platforms across site and social.
Adapting to a rapidly changing market, shifting editorial landscape, and newly emerging social-first formats ensures that no two days in native advertising are the same!
Being nimble is critical, from brainstorming out of the box content executions to collaborating with other teams — from product to social to editorial — to come up with solutions that ensure we can execute the big ideas we’re pitching in a way that will seamlessly connect with Mashable’s audience of entertainment, culture and tech superfans.
It’s about getting comfortable outside your comfort zone, where you’re often coming up with creative ideas you’ve never tried before, but can nonetheless deliver because you’ve got insights to back them up and great teams to help bring the concepts to life.
Brands are looking to break through the clutter with custom executions that deliver on brand awareness and lift from a perspective that feels as compelling and seamless as engaging with your go-to content on your favourite sites and social channels. Essentially, the brand has to align with the content without getting in the way of telling a great story.
At Mashable this story revolves around putting a superfan spin on trending topics across entertainment, culture and tech. Brands leverage Mashable Brand X to create custom solutions to activate our audience of superfans, who want to obsess over the unique angle on a trend that you won’t find anywhere else.
We do this through curated editorial content, experiential event activations, custom content, creative technology, and data science targeting and distribution.
Creating a real story for a brand relies on finding the custom solution amidst our many offerings that will best reach the intended target audience, on the right device, in the right format, at the right time.
Native advertising is primed to go beyond custom written editorial content with formats that take users beyond the confines of traditional storytelling. From custom products with interactivity to chatbots to VR and AR experiences, it’s all about telling stories in exciting new ways made possible through technology in a world that is increasingly connected.
Beyond obsessing over new formats, we also see a shift toward brands wanting to align with Mashable’s robust social good content. Driven by a growing consumer awareness for sustainability and social consciousness, brands are eager to align with engaged audiences looking to support brands whose values align with their own.
This is a big opportunity to shift advertising into a landscape that drives measurable outcomes on world-changing initiatives with audiences who no longer want to simply consume content, but engage with it in meaningful ways. It’s all about authenticity.
Trends always come second for Mashable Brand X, however. We strive to create great content campaigns based on insights powered by human experience and data, that feel true to the Mashable voice and audience. We lead with our ideas and consider tactical trends second.
Brands and especially publishers must remain somewhat sceptical of trends to ensure that the core brand identity and authenticity are upheld.
Mashable Brand X is uniquely positioned to leverage data science, creative technology and Velocity, our proprietary content insights and analytics tool, to guide the creation of engaging branded content campaigns.
My session at the Native Advertising Days Conference will provide tips and insights on creating custom solutions for brands. We’ll talk about how to create a killer story using killer data while walking the audience through case studies on successful campaigns that Mashable partnered with brands to create in 2017.
***Meet and hear more from Lindsay Harrison at the Native Advertising DAYS in Berlin. Register now using your FIPP member promo code FIPP17 to receive a discount of €100***
More like this
According to figures provided by Ipsos in its "Favorability Study", almost 50 per cent of Americans come out in favour of the press, which has been heavily criticised by incumbent President Donald Trump during and before taking office in January of this year.16th Oct 2017 Insight News
In this week's Media Voices podcast, the University of Oregon's Carolyn S. Chambers professor in journalism Damian Radcliffe takes us through his latest report into local journalism in the Pacific Northwest.16th Oct 2017 Insight News
Magnetic’s New Influencer Ecosystem research topped the FIPP Insight Awards presented at the annual FIPP Insight Awards presented at the FIPP World Congress in London on 11 October 2017. Gold award winners included Magazine Networks Australia’s Passion Response Study and Time Inc. UK’s Live the Passion research.11th Oct 2017 Insight News
Annie Granatstein, head of WP BrandStudio at the Washington Post, knows how to run a native ad team and how to turn a profit. Here, she pours out some of her important knowledge on selling native advertising.8th Oct 2017 Insight News
Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.16th Oct 2017 Features
“No other industry predicted its own doom as much as print media. The magazine is not dying, but it may be killing itself.”10th Oct 2017 Features
“Smart repackaging” and "content swarming" are the main ways that Hearst UK’s titles are trying to reach a greater audience - and it’s working, according to Betsy Fast. Betsy, who recently moved from Hearst US to become Executive Director of Digital Editorial Strategy at Hearst UK, shared her insights from the stage on day two of the 41st FIPP World Congress (11 October).13th Oct 2017 Features
Ralph Büchi, Chief Operating Officer (COO) of the Ringier Group and CEO of Ringier Axel Springer Switzerland, has been elected as the new Chairman of FIPP – the network for global media. The chairmanship of the international magazine media association was passed to Büchi after Erwin Fidelis Reisch, president & CEO of Alfons W. Gentner Verlag completed his term as FIPP chairman.11th Oct 2017 FIPP News
We are at the 41st FIPP World Congress, taking place from 9-11 October. If you were unable to make it to London, here are some ways you can follow news from there.8th Oct 2017 FIPP News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next