Understanding How Native Advertising Works

The fragmented media environment is making it harder for businesses to reach customers and there’s diminishing trust for overt advertising and brand communications.

At a recent Future of Business event Robert Hutchinson, Product Development Director at Fairfax Media NZ, spoke to the crowd about why native advertising is so effective and how New Zealand brands are leveraging it to drive success engagement with audiences.

Robert Hutchinson

 

Robert is Product Development Director at Fairfax Media NZ. Over the past two years Robert’s team has made continuous improvements to Stuff’s mobile app products, ported Stuff.co.nz to a new Content Management System, launched a programmatic advertising alliance (KPEX), developed a native advertising and eCommerce platform, built an identity management platform across digital and print subscribers and hooked it all into a Data Management Platform.

Previously, Robert worked at the Australian Broadcasting Corporation in digital business development and creative director/user experience leadership roles, looking after news, e-commerce, video streaming and mobile app entertainment products. He is a non-executive director of KPEX and Neighbourly.