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Chicago 2016

From native content to native campaigns

In December 1995, the Editors of The Onion watched with astonishment as the article “Clinton Deploys Vowels To Bosnia.” crisscrossed the message boards, usenet groups, and email lists that made up the internet of the time. Never ones to pass up an easy buck, TheOnion.com made its debut on the web a few months later.

Selling ads and sponsored sections on our website has been a winning formula for the past 20 years. But social networks have disrupted this model- not just for The Onion but for all major publishers. New formats, emerging user experience trends, and direct sold social ad inventory are pushing publishers toward new, previously unthinkable, distribution strategies as the difference between social channels and owned and operated channels decreases. The smartest brands will work with publishers to use these new tools to bring their stories directly to consumers.

Attendees will walk away with a better understanding of:

  • Changing distribution patterns in the online publishing industry
  • New models for sponsored content distribution
  • Emerging ad products and metrics
  • How Brands can take advantage of these new opportunities

Joe Fullman
The Onion

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