commbasics

Native video ads, which are promotional content made to look like editorial or entertainment content, have been a popular medium for technology companies.  They are often in the form of a video interview of a corporate executive about their wonderful product or service. More often then not they are produced by the company rather than third-party media. A recent survey , however, showed that 86% of viewers found these video ads misleading. Moreover, 85% found the units either negatively impacted or had no influence on their perception of the brand.  That’s why Footwasher Media has committed to produce content with editorial integrity. Your product or service is not what your customers care about.  They care about their problems and are looking for practical solutions that may or may not include what you provide.  Moreover, they want to know what your competition says about the same thing, so adding balance to your content (that is, valid competitive benefits) can ...

  To sum up our series today on the death of journalism as we know it, there is less and less independent analysis from the free press due to budgetary constraints.  Consumers are relying more and more on online content, especially video , to make their decisions but they still want objective content.  Businesses that understand this are turning to ethical journalism and sponsoring it directly to establish themselves as trusted sources of content.  The tech world is taking baby steps in this direction.  Xilinx and Altera hired former print journalists to manage in-house publications sent to current customers.  Cadence Design took a step further hired a journalist to manage blog content specifically to promote the companies products and services, but the efforts focus only on current customers. Larger companies, like Pepsi , offer a section of the website devoted only to pop culture, not products.  Digikey , in contrast, offers industry news...