Nelly Gocheva | T Brand International | The Rise of Branded Content for Digital Audiences

Nelly Gocheva | T Brand International | The Rise of Branded Content for Digital Audiences | RISING MINDS | Free talks exploring the intersection of technology, business and culture.

Native advertising, aka branded content, is growing sharply as a result of the shift in digital audiences and consumption to mobile devices. By 2020, the native advertising spend across Western Europe is expected to almost triple to €13 billion, with both publishers and advertisers moving rapidly to exploit the opportunity.

In Nelly's talk she'll look at how publishers strive to create quality content for advertisers and help them tailor their voice via bespoke multimedia programs. What are the challenges of effectively conveying the brand message to target readers and that ultimately maximize audience engagement? How could media outlets push native advertising further through great storytelling and unique experiences? Plus best practices in the media and marketing landscape in Europe and beyond.


Where are you right now?

The New York Times HQ in NY, 19 th Floor South-West corner

Where do you go when you need inspiration?

Anywhere I can relax really, ideally by the sea. A new road trip always helps too. I love a good road trip!

Idleness. A gift or curse?

Idleness is great in moderation. I need to keep myself busy all the time, but honestly chilled weekends and late mornings in are the best.

To Bitcoin, or not to Bitcoin?

Haven’t Bitcoin-ed thus far.

Liberal Democracy or Democratic Liberalism?


Carpe Diem or nosce te ipsum (know thyself)?

Know thyself.

Last app opened?


Last book read?

Just finished rereading Gay Talese’s selection of essays, Frank Sinatra Has a Cold.

Favourite Album?

Changes all the time, earlier in the year I was revisiting Bowie’s Diamond Dogs and lots of Prince. Now I have the new Róisín Murphy on repeat and Strange Little Birds by Garbage who I finally got to see live in London in June.

What’s the best piece of advice you’ve received?

Dance like nobody’s watching and don’t give a *chocolat (still learning to do that)

What’s the best piece of advice you’ve ever bestowed?

Don’t wear that skirt.

If you could be anywhere, where would it be?

I hear Tokyo’s great this time of the year.

If you could be remembered for one thing, what would it be?

Haven’t done it yet.

In the next three years what innovation will have the greatest impact on technology/business/culture?

Virtual reality will become a seamless part of our lives… it has already started.