Publishers need to get in now with brands on native or risk missing out warns Josh Luger
Josh Luger, the former director of revenue and new business at Upworthy, has told publishers who are looking at native advertising to get in now before brands cement relationships with the key publishers they intend to work with in the future.
Speaking at the Publish Conference in Sydney today, Luger said: “Within a few years what you’ll likely see happen is brands are going to set, these are the five, 10 people I’m going to work with.
“It’s hard to see a world where a brand says I’m going to do native with 200 different publishers at once. What they are trying to work out now is who are the best partners for them and who is the best fit.
“Being early and being on the game early in the process of them figuring it out, which is now, is really important.”
All i hear is commonsense and the need for great digital gurus.
Totally wrong; “these are the five, 10 people I’m going to work with.” – heck that sounds like organising a 4-ball on Friday.. Reckon the universe of total advertising relationships is more than 5-10… And i’m a native ad believer but also that programmatic isn’t a race to the bottom but a data driven way to understand premium audiences and A-B test range of different ad/vertorial formats to see which gets best result…. Any native publicity is good publicity tho i guess.