This Week in Content Marketing: Native Advertising – Not the Savior Publishers and Brands Thought - MarketingHub - Trending news, tools and tips for marketers

This Week in Content Marketing: Native Advertising – Not the Savior Publishers and Brands Thought. PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. Rants and raves include the history of video games and Generation Z. Content marketing in the news Methbot – an ad fraud scheme costs advertisers $3 million per day (11:03): Russian hackers are back in the news. Robert asks: If companies believe this bloodbath will happen, which will be easier in 2017 – to rely on failing mid-level publishers to scale your content efforts or to compete with them and integrate media into company operations? Sponsor (39:46) Content Marketing Institute’s 2017 events. From our free virtual ContentTECH conference, to our strategy-focused Intelligent Content Conference, to Content Marketing World – the largest annual gathering of content marketing professionals in the industry – we offer a wide range of unparalleled training, education, and networking experiences. In brief, the home video game industry was $2 billion in 1982 when hundreds of companies eager for a piece of the pie rushed to be first to market with new video games, forgoing high-quality production. It explores the relatively new practice of business strategy and its origins. In 1983, Ralston Purina hired Spectravision to create a video game, Chase the Chuck Wagon.

Author: Joe Pulizzi / Source: Content Marketing Institute

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher.

In this first official podcast of 2017, Joe and Robert discuss the ad fraud “Methbot” issue and what it means for programmatic advertising. The boys rip to pieces a 2017 trends post, and then outline why native advertising is not the savior some experts thought it was – for either publishers or brands. Rants and raves include the history of video games and Generation Z. This week’s TOM example: Purina’s Chase the Chuck Wagon.

This week’s show

(Recorded live on Jan. 2, 2017; Length: 1:04:50)

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1. Content marketing in the news

Methbot – an ad fraud scheme costs advertisers $3 million per day (11:03): Russian hackers are back in the news. Their target? 6,000-plus publishers, from Huffington Post to ESPN, and the brands that advertise on those sites, according to WhiteOps as reported in Advertising Age. Dubbed “Methbot,” the scheme involves the creation of a half-million fake users and 250,000 fake websites to mimic human behavior, duping advertisers into paying for impressions never seen by humans to the tune of $3 million to $5 million a day.
Robert says the automated buying and selling of screen real estate immediately sets you up for fraud because no humans are involved in the purchase or selling. He shares that programmatic buyers will soon say enough is enough and stop making strategies involved with these exchanges because the discount is not worth it. I agree. I think we’re going to have to go back to the days of doing deals through real-life partnerships.

Technology trends that will transform content marketing (20:45): The year’s end leads to many forecasting articles. Robert and I have fun picking apart this one from The Next Web. Robert found one that might have some usefulness in 2017 that we discuss. But for the most part, we think the list is a bunch of hoo-ha (the second time I’ve used that word in recent podcasts). Artificial intelligence, Internet of Things, and virtual or augmented reality may sound exciting to CMOs, but successful marketers in 2017 will focus on getting really good at the basics. Robert also offers some comforting advice – don’t think your competitors are making great strides in these areas because they’re not.