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Native advertising, or as we like to call it, Partner Content, is quickly gaining popularity in the marketing world. It focuses on the idea of creating an advertisement that blends in with its surroundings. In our case, that means the partner content blends in perfectly with our editorial content. Rather than disrupting the customers attention and experience, the partner content has a very similar look as the content it is viewed in.Native advertising, or as we like to call it,...

All of us learn how to tell stories and paint the picture daily, but now that we are working with natives more than ever, how can we convince our customers that good storytelling is of big importance to them too? And what should we think about when we tell our stories? Important is to convince our customers that them telling a dry, rational and numbers-based story might not always be the best way to go when you want to sell something....

  We are about to change our products – tell us about that! We have made some adjustments to our core products. Basically it means we will be focusing more on Native Advertising, and Branded Content in particular. We will have fewer Brand Ads and more text based ads. This means more articles for our readers to read, and more ad spaces for us to sell. And our products will improve in quality as well. A win-win situation.   We hear a lot about...

Do you ever deal with clients — brands — who want to do native advertising and branded videos that focus just a little too much on themselves? Then you’re not the only one. Agencies and publisher native ad studios around the world meet the same problem. Brands are so used to talking about themselves, so used to talk about their pricing and their flavors. Brands are not used to getting outside their comfort zone and being honest and transparent with their audience. So...

2018 has come and gone, and it was a truly great year for native advertising. One thing is for certain, though, there is more excitement to come.   Authentic storytelling will be key Engaging, relevant and authentic storytelling is more important now than ever. The coming year will undoubtedly bring shifts in content formats, channels and metrics, but authentic content should most certainly remain. “As the digital content landscape becomes more cluttered with noise and more difficult to navigate – due to restrictions and...

Businesses that have a story to tell will become more precise and have a higher credibility. Even though the business is a professional affair, B2B companies do well to enrich their content marketing with emotional stories. But how does the mix of storytelling and specialized information succeeds?   B2B companies have recognized content marketing as a winning strategy and are trying to apply it across multiple channels. 34 percent spread content via their own corporate blog. In addition, 32 percent publish case studies...

The journey from being a small start-up with two employees, to an international company with around 125 employees (as of Q1 2019) operating in five different countries has been far from smooth. It’s been a rocky – but fun – experience for the two founders; Fredrik Thorsson and Jonathan Andersson. For those who don’t know the story of European Media Partner, we will talk a little bit about the background before we talk about the future. Because if you ask the two...

Print advertising is perceived as very useful, and hardly ever as annoying. Advertising on TV and the internet, however, does annoy many users. In a recent survey on the acceptance of advertising forms, Print scores best. 63 percent of those polled by the market research institute Imas International attest to high-value advertising. Only TV advertising is considered more useful with 69 percent approval – but almost as many users (66 percent) of television advertising state that it annoys them. In contrast, only...

Consumers are faced with nonstop impressions throughout the day. We are constantly overexposed with commercials, sales, offers, news, social media, entertainment etc. It’s actually been estimated that most Americans are exposed to the crazy large amount of 4.000 to 10.000 ads each day! Therefore, our brain automatically blocks most of these impressions out. In other words – it’s not an easy job for companies to reach their target group with their message. It has to stand out, be easily absorbable...

A really good story goes beyond the goal of pure entertainment: It remains in the memory and manages to inspire its listeners to become their own storytellers. But how can companies use the gift of storytelling for themselves?   Stories engage the listener – let him or her think along and experience personally. In this sense, innovative marketing relies on storytelling along with strong images. But a story does not write itself. The following 10 tips should be followed by companies in...