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Sensation 1st keynote by @JuliaWhiting3 content must serve a purpose, giveback, be authentic & personal#adtechANZ pic.twitter.com/KDOBc6laak

— Stewart Barrett (@stewface) March 15, 2016

New York Times –

Creating cut through with compelling content –

The art of story telling through “brand studio” stories that influence the influential

Native advertising lets you reach unique niche audiences – get placed within topical pieces

Let brand give something back to their audience.


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End of interruptive marketing
– Global growth of ad blocking is 41% 2014-15#adtechANZ @nytimes pic.twitter.com/4xZqEr00hv

— Stewart Barrett (@stewface) March 15, 2016


Proliferation of content

End of interruptive marketing

Global growth of ad blocking is 41% 2014-15

Audience expects marketing to be integrated

$313 billion spend by 2020 on content marketing

30% of budgets spent on content marketing –

77% B2C and 76% B2B

The future of content marketing

Hero / core > always on programming

Brand alignment



NOTE:  Please find my crude notes taken from Ad:tech Sydney March 2016. Please excuse any typos as this was written on the fly and with my life is now consumed with my beautiful 5 month old  daughter and work @ROKT. As such this hasn’t been edited, typos and poor autocorrections from my iPad Pro will entail. 


Cutting through the clutter –

give something of value back to the audience
Tell an authentic story
produce quality content
Pick media – pick the right environment
Ensure your content is personal and reliant to your desired audience

Give something of value –


Entertainment – history channel wanted a narative on the show myster oak island

GE build out experience and informative how science uncovers technologies

Image heavy
Sliders revealing more content
Virtual reality

GE video On the NYT app

Education –

Tell an authentic Story –
Why create content and not place the brand prominently – research by kendico software – 74% of reader trust content from a brand as long as it doesn’t push a sale.


<blockquote class=”twitter-tweet” data-lang=”en”><p lang=”en” dir=”ltr”>Tell an authentic story “74% of readers trust content from a brand as long as it doesn’t push a brand” <a href=”https://twitter.com/hashtag/adtechANZ?src=hash”>#adtechANZ</a> <a href=”https://t.co/Tc7fllN9Ef”>pic.twitter.com/Tc7fllN9Ef</a></p>&mdash; Stewart Barrett (@stewface) <a href=”https://twitter.com/stewface/status/709628030482710528″>March 15, 2016</a></blockquote>

Holiday Inn –

The brand can be central to the story – Volvo case study

Product quality content

Well sourced facts
Trained journalists

How would the news room cover the story
What would be the news hook they would persue
How would we make sure we present a nuanced picture and reflect both sides of the story

Why the male model for prison doesn’t work – content piece for Netflix supporting orange is the new black.

Pick the right environment
Tailor make the content to suit the audience – align with brand value

Create assets for decimation across other publishers –
Content must serve a purpose, give something back, tell an authentic story in the right environment and make it personal


The proliferation of user- and brand-generated content as well as the complete control that audiences have to choose what information or entertainment they spend time on means that it is becoming increasingly difficult for brands to reach their desired audience at the right time with the right message.

Cut-through is also made difficult as consumers are more and more turning to ad blocking technologies which allow for an uninterrupted experience. This is why bringing brands to life through effective content marketing continues to be one of the fastest growing areas of the marketing mix.

One component of content marketing, native advertising, has the dual-benefit of associating a brand with the earned reputation of publishers and of gaining readership from a wide cross-section of audiences.The New York Times’s T Brand Studio has created native advertising campaigns for some of the largest companies in the world and has gained insight into what characterizes the most successful of these campaigns.Typically, they: are so informative, educational, entertaining or useful that audiences voluntarily want to engage with them; are complementary to contemporary cultural conversations and adapted to specific audiences; strive to be of the highest quality and thoroughly harness the content creation expertise of publishers; and, convey a brand’s passions or story in a way which is genuine and authentic.

Author: Stewart Barrett

Stewart Barrett is an agile, results oriented data driven digital strategist & business focused online marketer with over 10 years’ experience. Passionate about businesses that challenge and disrupt markets, who is inspired and fascinated by the ever-changing world of digital.

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