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#DCS2016: How not all digital content is the same – and why you need to know

There is a yin and yang branded and , according to Justin Kirby, founder the Best Branded (BOBCM).

ThinkstockPhotos-503743662-Lego movie

Speaking at the Summit 2016, he said: “The days the specialist are numbered. The usefulness terms like ‘ ’ and ‘branded ’ has a limited shelf life unless they are distinguished from other approaches.”

He explained branded and entertainment is a very different concept than and native . These terms should not be used interchangeably.

For example, it is very hard to compare what a newspaper does when it publishes branded to The Lego Movie, which is considered to be an entertainment .

He said: “You may have to think about what kind you might use for different people in different parts their journey.”

According to Kirby, companies that provide more entertaining , not just editorial, might have found the answer to the problem the increasing number users with ad blockers installed.


Click here to catch up on our coverage from The Summit 2016.