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WHEN DOES INFLUENCER BECOME ADVERTISER AND WHY SHOULD YOU CARE?
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MEET THE PANEL
ALEXEI LEEHead of Social & PR
DAN EYRESocial Media & Content Manager
DEBONITA CHOUDHURYFashion & Travel Blogger
CARLA FARIADirector of Content
CHRISTIE DENNEHY-NEILPublic Policy Manager
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TOPICS WE’LL EXPLORE
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• Is paid-for content advertising, or is it an altogether new form of marketing?
• What are the ethical implications and what best practices need to be established as a result?
• Does paid-for content devalue editorial or effect the credibility of the publisher?
• How will the proliferation of paid-for content change the digital landscape for bothconsumers and publishers?
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IS IT ADVERTISING, OR SOMETHING NEW?
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• “Consumers interact with native ads 20% to 60% more than they do with standard banner ads.” (Facebook / HIS, 2016)
• “Reading a native ad headline yields 308 times more consumer attention than processing an image or banner.” (Hubspot, 2016)
• 83% of people trust recommendations from people they know, 70% trust branded content, 66% trust editorial content. (Nielson, 2015)
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WHAT ARE THE ETHICAL CONSIDERATIONS?
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• “In four of the six groups shown a native advertisement, the majority interpreted the piece as an article.” (Contently, 2016)
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BEST PRACTICES?
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• Clear labelling and disclaimers
• Creative freedom for the author
• In line with rest of content
• Relevant to the audience
• ‘nofollow’ links
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DOES IT DE-VALUE?
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WHAT DOES THE FUTURE HOLD?
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QUESTIONS FROM THE AUDIENCE
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Thank youGET IN TOUCH, THE KETTLE IS ALWAYS ON…
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