For around a year, for example, Tamedia Commercial Publishing has been creating " content-driven advertising products on behalf of the advertising market." The marketer Admeira launched an ad studio in August of this year , Ringier has "sponsored content," the NZZ has "branded content," Wirz recently brought in journalistic expertise for its new "Storyline" department , digital event and content platforms are also increasingly offering their own creative services - and somehow everyone has always understood how to do some form of "storytelling" for their customers.
Despite all the joy of convergence, the topic can also show the individual parties limitations:
- Compared to publishers, agencies asia rcs data have difficulty building their own media platforms, but they understand the needs of a brand better. And the focus on messages, target groups and "call to actions" has long since become second nature. Agencies are therefore closer to their own customers as well as to paying end customers - and are excellently trained to develop unconventional ideas that stand out in their environment and contribute to a brand.
- To put it simply: both know that content is king. understanding of what makes good content king - and only one of the two can offer the client the same reach with their own resources. Whether this reach should also necessarily be used for embedded commercial content is a completely different issue, in which the voice of the increasingly advertising-critical (and orientation-seeking) reader is far too rarely taken into account.
In this environment of mutual disruption, there will certainly be more publishers in the future who can afford an in-house agency, media agencies without purchasing, creatives with their own blogs and, of course, journalists who officially act as influencers. One thing is clear in every scenario: the person with the greatest reach within the desired target group will always prevail; or the participant who can fully control the reach of a message.