Brands and ads: Creating content to be the ad

Instead of focusing on creating ads, brands may consider looking at building content and there are ways to create great content that can be the ad itself.

Audible has benefitted from building content rather than focusing on creating ads, with the American online audiobook and podcast service treating great content as the ad.

Matthew Gain, Audible’s senior vice president – Asia Pacific, quoted his former employer, Richard Edelman and the founder of eponymous consultancy firm at the Marketing Influencer 360 conference, saying “the convergence of paid, owned and earned medi

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