Death of display ads? Never say never

By Tony Hallett / October 6, 2016

This post first appeared on 22 September 2015.  A while back I asked my team at the large online publisher I worked at to imagine how the business would function…

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Content marketing landmarks: Michelin

By Aled Herbert / October 5, 2016

The Michelin story should inspire any content marketing writer stuck with a brief for a less-than-sexy product. Sure, it’s easy to write sparkling copy to market fast cars, five-star hotels…

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What’s the definition of native advertising? And why it matters to brands and publishers

By Tony Hallett / September 27, 2016

I should know the answer to this question. I wrote What is native advertising anyway? for a sponsored section of (how appropriate) and it’s still one of the main…

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11 best content marketing links (Q3 15)

By Tony Hallett / September 30, 2015

Lazy Eyes: How we read online (Slate) So let’s start with a must-read. And that’s appropriate because this first post is all about the parts of a page or post (online…

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11 best content marketing links (Q2 15)

By Tony Hallett / June 8, 2015

How PR is seizing the advantage in content marketing (The Drum) We have been making a lot of noise recently about how PR agencies can seize the content marketing opportunity…

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Ad blocking – scaring the hell out of some in media and marketing

By Tony Hallett / June 2, 2015

Adblock Plus owner Eyeo last week won the latest in a series of legal showdowns against those who say web users shouldn’t be allowed to use its ad blocking tool.…

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Beyond ads – Cannes highlights two native content musts for publishers

By Tony Hallett / June 26, 2014

Last week at Cannes banner ads were as popular as a McDonald’s on la Croisette. One paradox: plenty of those doing the trash talking work at agencies and publishers that…

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Hey Yahoo – it’s native not naïve advertising

By Tony Hallett / October 23, 2013

Yahoo’s webmail service is still very popular. The last figures we saw put it neck and neck with Gmail. But Yahoo Mail has recently had some well-documented problems since its second…

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Native ads and The Atlantic

By Tony Hallett / January 21, 2013

Last week’s screw-up by The Atlantic over its Church of Scientology sponsored content turned lots of heads. I think there are several reasons why this got above-average attention: 1. The…

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Google tells the Cambridge Satchel story

By Tony Hallett / January 9, 2013

Over the past four months you might have seen a TV ad for Google’s Chrome browser featuring a UK-based satchel-maker and seller. In just over a minute it tells the story…

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2013? Content marketing? It’s simple…

By Tony Hallett / January 7, 2013

There are plenty of predictions flying about for the year ahead. And nowhere more so than in media and marketing circles. What we’d like to say about content marketing is…

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20 top Collective Content Monday Tips from 2012

By Tony Hallett / December 17, 2012

We’ve had fewer than six months of Monday Tips on the Collective Content Facebook page (because the page is only that old). That said, there have been some good ones.…

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