Content marketing thought leader Robert Rose comes back on the podcast this week to talk advertising and the potential alternatives for marketers to consider. We discuss:
- Robert’s 20+ year marketing career to date
- Robert’s last book Experiences
- In the “good old days” did we as consumers ever love ads?
- How effective are ads at present across TV, radio, billboard and digital
- With the incredible amounts of data available, why are digital banner ads are so ineffective
- User experience on publishing sites today in an era of pop up ads
- The growth in ad blocking software and how pervasive have ad blockers become
- Potential alternatives for publishers dealing with consumers with ad blocking software
- A number of video streaming offerings (Netflix, Hulu, YouTube Red) are now executing business models based on subscriptions not advertising. Is this the future business model for TV/video distribution?
- Whether straight sponsorships or product placements are going to become the new form of the ’30 second slot’
- Native advertising in the print/written context
- Whether Robert has an issue with native advertising from a journalistic integrity point of view
- Does the perspective on native vary depending on type of publisher? (e.g. Buzzfeed vs NY Times/Economist)
- Are Facebook or Twitter ads which blend into the stream a type of native advertising?
- Whether ad blocking could one day move to blocking ads in the stream in social media
- Influencer marketing as a strategy in the digital/social context
- Whether Google will buy Twitter!