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Content and native advertising analyzer SimpleReach’s day has come

Mea­sur­ing the effec­tive­ness of native adver­tis­ing looks set to get more effi­cient as ana­lyt­ics start­up Sim­pleReach bags a huge Series A round. Analy­sis and pre­dic­tion Job­bing busi­ness devel­op­ment man­agers will know that for most clients, an ad’s capac­i­ty to dri­ve online adver­tis­ing sales is the bot­tom line. The cre­ative team’s native adver­tis­ing may be beau­ti­ful­ly sub­tle, the dis­plays pithy and snazzy, but agen­cies still need to be able to bring some­thing to the table these days to show how effec­tive they’ve been. That’s where NYC-based start­up Sim­pleReach comes in. Found­ed in 2010, it raised $1.6 mil­lion in seed fund­ing in 2012 and has just closed a Series A round total­ing $9 mil­lion. Its tech­nol­o­gy not only tells clients how suc­cess­ful­ly their con­tent is going down on social media and pub­lish­er web­sites; it pre­dicts which native adver­tis­ing will real­ly take off, too. Every arti­cle gets a score rang­ing between 0 and 99 – an indi­ca­tor of how much social traf­fic it’ll bring to a client’s site. Agen­cies and mar­keters can then pro­mote those arti­cles through ads on Twit­ter, Face­book, LinkedIn, Nati­vo, Stum­ble­Upon, TripleLift and Out­brain. If our job­bing busi­ness devel­op­ment man­ag­er remains skep­ti­cal about SimpleReach’s capa­bil­i­ties, plen­ty of oth­ers aren’t. The…

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True storytelling: the creative successor to branded content in advertising?

A lead­ing cre­ative has offered some sage advice to fel­low cre­atives from online adver­tis­ing agen­cies: whether you’re a copy­writer on an art direc­tor, if you want to tru­ly appeal to today’s hyper-con­nec­t­ed, social con­sumer, drop brand­ed con­tent and learn to love true sto­ry­telling instead. Minds, hearts and sto­ries Jon Hamm, Chief Cre­ative and Inno­va­tion Offi­cer at the glob­al mar­ket­ing firm Momen­tum World­wide, believes the dis­tinc­tion between the two is piv­otal. In a recent arti­cle for Adweek, he describes it like this: “Sto­ries rely on the intend­ed audi­ence to devel­op their own imagery and detail to com­plete and, most impor­tant­ly, to co-cre­ate, where­as con­tent does not. Con­tent is pri­mar­i­ly cre­at­ed in the inter­nal mind of the con­tent orig­i­na­tor, with no heed to the mind or to the con­text of the audi­ence.” Think about it, all you imag­i­na­tive art direc­tors and copy­writ­ers: as Hamm argues, the work of the great­est sto­ry­tellers is high­ly evoca­tive, cre­at­ing unique, indi­vid­ual expe­ri­ences with­in the mind of the audi­ence. And as humans are the only ani­mals for whom sto­ry­telling is an inher­ent fea­ture of life – the chief means by which the accu­mu­lat­ed val­ues, beliefs and wis­dom of pre­vi­ous gen­er­a­tions is trans­mit­ted – it’s a key means…

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Intelligent, Quality Content Marketing has come to New York: Meet Ideal Media

Can­ny busi­ness devel­op­ment man­agers eager to get the low-down on the hottest new devel­op­ments in Adland might spend a lit­tle time famil­iar­iz­ing them­selves with Ide­al Media, a New York-based start­up that takes an intel­li­gent approach to native con­tent adver­tis­ing. Con­tent pro­mo­tion + con­tent cre­ation = suc­cess  Found­ed by erst­while Ven­ture Fan Net­work chief rev­enue offi­cer Eder Hol­guin, it fol­lows in the foot­steps of cus­tomer engage­ment plat­forms like Taboola and Out­brain, work­ing with pub­lish­ers to include rec­om­mend­ed con­tent on their web pages. The startup’s Direc­tor of Sales, Matthew Mosk, explains that the look of this con­tent will be dif­fer­ent from one site to anoth­er, because Ide­al media spe­cial­izes in cre­at­ing bespoke native inte­gra­tions every time. And it’s mak­ing mon­ey from the spon­sored con­tent that gets thrown into the page’s mix. Fol­low­ing in another’s foot­steps is all well and good, but hard-nosed busi­ness devel­op­ment man­agers will want to know what’s unique about Ide­al Media. For one thing, its units work on mobile, tablets and social media as well as desk­tops and Mosk says it’s devel­oped a “high­ly tar­get­ed chan­nel strat­e­gy (auto­mo­biles, sports, tech, health, women’s, etc.).” But the key dis­tinc­tion is that, unlike its com­peti­tors, Ide­al Media isn’t sim­ply pro­mot­ing con­tent: it’s…

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Ann Handley – Marketer, Writer, Wearer of Cool Glasses and All About Content

Ann Han­d­ley is all about con­tent. If it’s not worth say­ing, don’t say it and go out and find some­thing that is worth say­ing and that will sup­port your brand and mar­ket­ing efforts at the same time. As chief con­tent offi­cer for Mar­ket­ing­Profs it’s Ann’s job to get a han­dle on blog­ging, pod­casts, video and writ­ten con­tent and show her clients how to get the most out of their online mar­ket­ing strat­e­gy. She’s def­i­nite­ly a fig­ure worth watch­ing if you’re in media jobs. Where’d It All Start? Han­d­ley is a dig­i­tal vet­er­an, with over 13 years expe­ri­ence man­ag­ing con­tent and help­ing busi­ness­es and indi­vid­u­als devel­op rela­tion­ships with their clients through the clever use of infor­ma­tion. An alum­ni of Sim­mons Col­lege and for­mer free­lance cor­re­spon­dent at the Boston Globe and asso­ciate edi­tor at Banker and Trades­man, she’s also the co-author of ‘Con­tent Rules: How to Cre­ate Killer Blogs, Pod­casts, Videos, Ebooks, Webi­na­rs (and More) That Engage Cus­tomers and Ignite Your Busi­ness’ and she has a pas­sion for using emerg­ing new media tools and tech­nol­o­gy to devel­op and add val­ue. But how does she think mar­keters can make sure they stay rel­e­vant in a world that’s gone social and tech crazy? She…

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