Despite the ad-tech buzzwords and marathon-like scheduling, Advertising Week is an upbeat and insightful event for PR professionals.
Yes, the jargon is a killer, and in the manner of German compound words, it’s all starting to combine, as in “programmatic premium direct” and “mobile native.”
But what can PR professionals learn from the weeklong extravaganza? Here are a few things that impressed me:
Native advertising is here to stay . It’s no surprise that this is arguably the most relevant advertising trend for PR, since native advertising and branded content blur the line between paid and editorial media and, between the two, signal a budget struggle.
Good luck trying to follow the money to determine how large today’s content budgets are and where the dollars are coming from. As Rebecca Lieb posted, you’re not likely to find clarity on who’s winning.
Larger agencies like Edelman have said they see an opportunity to enter the paid space and have invested accordingly, promoting “newsrooms” for sponsored content and even paid native ads.