Publisher Brand Studios versus Content Agencies

Podcast: David Landes, Content Director at Tale Content Creators, takes us through some of the key differences between brand studios and content agencies.
brand studios content agencies

Should you as a brand aim for channel-neutrality or what some call ‘true native’? What are the pros and cons of working with brand studios versus content agencies? And how is going from the publishers’ side to the agency side?

In this episode, we welcome David Landes, Content Director at Tale Content Creators, who takes us through some of the key differences between brand studios and content agencies.

Duration: 50.14

About today’s guest

David Landes serves as a Content Director at Tale, a Stockholm-based agency that helps turn brands into publishers using stories and smart distribution.

Prior to joining Tale, David spent ten years at The Local Europe, a pan-European network of English-language news sites, where he launched and managed the native advertising division following several years at the news desk.

Earlier in his career, David also worked in commercial and public diplomacy in Stockholm and Washington D.C.

Show notes

00.00-0.45

Introduction

Resources mentioned

Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/

0.45-3.12

David Landes’ background in editorial and native advertising at the Local

3.13-9.22

Getting brands to tell stories instead of selling products and the maturity of the native advertising industry in Sweden.

“There’s a real range in maturity amongst different clients. And you can almost tell when you start the conversation if you’re talking to someone who understands the power of storytelling and how it can help the business as opposed to someone who is schooled in an old way of thinking about communication and marketing. It has, therefore, become part of my sales approach to hear the client and where they are in their journey” — David Landes

Resources mentioned

The Native Advertising Awards 2018 shortlist: https://nativeadvertisinginstitute.com/awards/2018-shortlist/

The Native Advertising DAYS conference: https://nativeadvertisinginstitute.com/days/

Study from eMarketer: https://www.emarketer.com/content/native-ad-spend-will-make-up-nearly-60-of-display-spending-in-2018

 

NAP_soundcloud_banner

9.23-13.15

The push-back on native advertising and successful native advertising

“Personally, I think that native done well actually does a service to readers. And by ‘done well’ I mean that the content is engaging and relevant, the labelling is clear and there are no questions that the advertiser or brand was tied to it” — David Landes

13.16-16.13

The reason for going into native advertising and the role of Tale Content Creators.

“Native advertising is particularly interesting because it does allow your story to appear in other platforms and meet the audience where the audience already is and give them something that they found valuable” — David Landes

Resources mentioned

Tale Content Creators website: https://talecontent.se/

16.14-21.28

Channel-neutrality vs true native.

“Can the same piece of content work across multiple channels and platforms? Maybe not. But the same story can work across multiple platforms and contents and I think that is finding a story that has the ability to be tailored and tweaked and optimized to different platforms and that approach is potentially more efficient” — David Landes

21.29-28.06

David Landes’ shift from the editorial site to the business site at the Local and getting started selling native advertising.

“I left the newsdesk and sat with salespeople instead. And that was a bit of a change but it was useful for me to immerse myself in that side of the business and learn a bit more about the sales process. What I came to learn is how critical a good sales team is to make this work” — David Landes.

28.07-38.02

Setting up a studio and who to hire first, especially when it comes to sales.

“Advertising need not be a static billboard somewhere. Advertising can be a much more immersive and flexible experience” — David Landes

Resources mentioned

Podcast episode with Tim Clark, VP, Head of Native Advertising at SAP: https://nativeadvertisinginstitute.com/blog/sap-native-advertising-efforts/

38.03-44.09

Brand studios versus content agencies and the question of scalability.

“There are clear advantages that brand studios have and the biggest one is this direct access to the audience. They have their own channels and that’s something that agencies don’t have (…) But I can also turn it the other way from the agency perspective and say that well, we’re also free to work across multiple publishers and platforms in a way that a specific brand studio might not” — David Landes

“Why should a great piece of content be stuck to one publisher platform?” — David Landes

Resources mentioned

Panel debate at Native Advertising DAYS 2018 with David Landes: https://nativeadvertisinginstitute.com/days/session/roundtable-the-brewing-native-ad-battle-brand-studios-vs-content-agencies/

44.10-47.07

Advice to brands looking for a native advertising partner – how to find the right one.

“The key questions are: What do you want to say and who do you want to say it to and why do you want to say it?” — David Landes

Resources mentioned

Panel debate at Native Advertising DAYS 2018 with David Landes: https://nativeadvertisinginstitute.com/days/session/roundtable-the-brewing-native-ad-battle-brand-studios-vs-content-agencies/

 

NAP_soundcloud_banner

47.08-50.14

What’s going on a Tale Content Creators in the next couple of months.

Resources mentioned

Native Advertising DAYS 2018: https://nativeadvertisinginstitute.com/days/

David Landes, Twitter: @DaveLandes

David Landes, LinkedIn: https://www.linkedin.com/in/davelandes/

All resources mentioned

The Native Advertising Awards 2018 shortlist: https://nativeadvertisinginstitute.com/awards/2018-shortlist/

The Native Advertising DAYS conference: https://nativeadvertisinginstitute.com/days/

Study from eMarketer: https://www.emarketer.com/content/native-ad-spend-will-make-up-nearly-60-of-display-spending-in-2018

Tale Content Creators website: https://talecontent.se/

Podcast episode with Tim Clark, VP, Head of Native Advertising at SAP: https://nativeadvertisinginstitute.com/blog/sap-native-advertising-efforts/

Panel debate at Native Advertising DAYS 2018 with David Landes: https://nativeadvertisinginstitute.com/days/session/roundtable-the-brewing-native-ad-battle-brand-studios-vs-content-agencies/

David Landes, Twitter: @DaveLandes

David Landes, LinkedIn: https://www.linkedin.com/in/davelandes/

More Native Advertising PowerHouse

For more Native Advertising PowerHouse, follow us on iTunes, Soundcloud, Stitcher or Pocket Casts and subscribe to our dedicated podcast newsletter right here to get notified when we air a new episode.

NAP_facebook_opengraph

Leave a Reply

[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet_bg']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']
[data-image-id='gourmet']