‘What native advertising isn’t’ to be discussed at BE Festival

be festival

October’s Festival of Branded Content and Entertainment is to include a session exploring the exploding sector of native advertising – content created for brands specific to the platforms where it appears.

The session, hosted by youth-focused digital publisher The Sound Alliance’s content director Tim Duggan, will include a showcase of best practice and case studies from around the world, intended to help marketers understand what constitutes native advertising, and how to create it.

Duggan has been outspoken about the confusion and misleading use of the term “native advertising“, and the session – titled “What native isn’t” – will help advertisers understand the process, from creation to promotion, as well as how to measure it. The session will also outline where responsibilities lie, and how to navigate any blurred lines between “advertorial and editorial”.

tim duggan

Tim Duggan

The Sound Alliance is the  publisher of platforms including inthemix, Same Same, Junkee, Faster Louder and the Australian partner of international sites including Hype Machine and Pitchfork. The company recently hired its first “native editor”, with a background in marketing and journalism, which the company claims is necessary to best understand both audience and brand priorities. The publisher has worked with brands like Intel and Pernod Ricard, as well as a number of music festivals.

BE Fest is organised by Mumbrella’s parent company Focal Attractions. The event takes place in Sydney on October 2 and 3.



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