‘What native advertising isn’t’ to be discussed at 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”.