Josh Malin is the President and Co-Founder of VinePair. Josh loves putting things together — websites, words, legos, and cases of wine. Prior to VinePair, Josh spent a few years helping to build Ez Texting, an NYC startup, into the leading provider of text messaging services to small businesses. Ez Texting was acquired in late 2012, by CallFire. Josh also co-founded MobileSmarts, one of the earliest (as in monophonic ringtones) and largest distributors of ringtones in North America.
Why you should be investing in native digital content
While different marketing campaigns have different goals, most share one thing in common, no matter the medium. The campaign runs, people did or didn’t see it, and that’s a wrap. Native advertising in the form of content marketing is different. Although a campaign may have a defined ‘window,’ most publishers who offer this type of marketing campaign allow the content to live on their website or podcast feed indefinitely. This allows well crafted campaigns to continue to reach new audiences for months, even years. We’ll explore this phenomenon through two mini case studies: Fontanafredda’s Barolo-centric campaign with VinePair in 2016 that still draws in thousands of new viewers every month, and E&J Gallo’s sponsorship of VinePair’s Wine 101 podcast.