Native advertising was all the rage this past year, as online publishers and marketers grappled for new (or repackaged) ways to get the attention of ad-weary consumers. Brands and publishers created entire divisions to produce the ads that mimic editorial content, while vendors sprang up to try to scale their distribution. The IAB took steps […]

By Antoine Boulin, President, Media, TechMedia Network Years ago, user-generated content (UGC) was typically perceived as “low-quality” media, or at the very least, “lowbrow” entertainment. While the bite-sized content was often engaging, if not inspired, brands tended to shy away from it in fear that an unsavory YouTube clip or crazy cat meme wouldn’t sit […]

I pulled some data-related prophecies to share with you, but here’s my prediction first: Marketers will begin to use data to better understand the customer lifecycle. This will help them build and deliver marketing campaigns that produce substantially better results. The model relies on some of the same tactics manufacturers use in product or customer […]