cover story

add in numbers

The native ad market is expected to grow to US$53B by 2020, according to a new study commissioned by Facebook’s Audience Network and conducted by business analyst IHS Technology… Importantly, APAC will record the largest increase in native advertising spend in next five years at a 177% compound annual growth rate between 2015 and 2020.*
However, its effectiveness is largely dependent on how well brands and publishers interpret big data. If harnessed well, it can lead to better targeting and provide specific contextual identification of the user.

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switching gears

According to a recent survey by eMarketer, more than 25% of Internet users use an adblocker and ad blocking is expected to cost publishers $35 billion by 2020*. Little wonder then that the automobile industry became one of the early adopters of native advertising. The medium allows them to showcase their products more effectively than display or banner ads and brings in better ROI.

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native narrative

In the early days of print journalism—which was not so long ago, because the world is changing at a furious pace—there was a “Chinese wall” between the editorial side of journalism and the advertising side. What that meant was that the journalists who were writing for the publication… wrote articles about their subjects, while, separately, salespeople sold advertising in those publications. The idea behind the Chinese wall was that “never the twain shall meet”… That Chinese wall still exists, but native advertising has made it harder to see. Mike Smith analyses the multiple facets of native advertising he has dealt with in his latest book The Native Advertising Advantage.

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content driving growth

…the goals for content marketing and native advertising are very different… The number one metric for content marketing is the number of leads generated, where native ads usually depend on engagement metrics and impressions.*
Both these concepts are ruling today’s digital world. Companies are effectively leveraging the power of both to connect, engage, and create brand awareness.

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suiting the world

A prominent management thought leader once told me that a good business strategy is one that can be outlined in a short time… without any bells and whistles. Gautam Hari Singhania, Chairman and Managing Director, Raymond Group, in what may

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suiting the world

A prominent management thought leader once told me that a good business strategy is one that can be outlined in a short time… without any bells and whistles. Gautam Hari Singhania, Chairman and Managing Director, Raymond Group, in what may

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machine power

Dr Pradeep Pendse, Welingkar Institute, draws the distinction between automated and autonomous enterprises.

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into the neural depths

Philip M Parker, INSEAD, breaks down the nuances of the concept of deep learning.

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becoming the person you want to be

Leverage the potential of the AI revolution, says Kalpana B, KPMG in India.

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bots at your service

Are bots the next frontier in AI? Leslie Timmy, Revarn Cybernetics, offers you the answer.

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