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Author Rishi, Bikramjit, 1978- author

Title Buzzfeed Inc : native advertising the way forward? / Bikramjit Rishi (Department of Marketing, Institute of Management Technology, Ghaziabad (IMT), India), Aditya Mehta(Department of Marketing, Institute of Management Technology (IMT), Dubai, UAE), Poulomi Banerjee (Department of Marketing, Institute of Management Technology (IMT), Dubai, UAE), and Akshay Deepak (Department of Marketing, Institute of Management Technology (IMT), Dubai, UAE)
Published Bingley, U.K. : Emerald Publishing Limited, 2018
Online access available from:
Emerald Emerging Markets    View Resource Record  


Description 1 online resource : 18 illustrations
Series Emerald emerging markets case studies, 2045-0621 ; volume 8, issue 4
Notes This paper aims to understand the changing landscape of media and entertainment industry, to understand the difference between display advertising and native advertising, to know the standing of BuzzFeed in the industry and to know the strategic actions of BuzzFeed under the current competitive business environment
Founded in 2006 as a viral lab, by Jonah Peretti and John S. Johnson, with the aim of tracking viral content, it caused disruption in the market with its entry and grew very rapidly. It was valued at $1.5bn in 2015, having raised money from numerous investors. The revenue of BuzzFeed was driven by the concept of native advertising. Catchy headlined articles conveyed the sense that BuzzFeed might be charging advertisers on basis of clicks, but this was not entirely true. Instead, BuzzFeed charged a fee from its clients for creating custom content targeting the customer base of the client. However, the year 2015 went tough for BuzzFeed when, as per the reports by Financial Times, it fell short of achieving its targeted revenue of US$250m by US$80m. It forced the company to revise and lower its target revenues for the year 2016 as well. The combined worldwide traffic to BuzzFeed saw a decline of up to 14 per century As Claire marketing head looked out of the window and pondered over the slashed revenue projections and the content related issues, the question on her mind was would native advertising sustain BuzzFeed in the longer run? BuzzFeed was known for its viral content and native advertising would involve finding a balance between what is good for the advertisers' brand and what will become viral. Buzzfeed ran a risk of losing brands to other modes of advertisement if they felt that native advertisement, which disguises the product within the content, was not meeting their expectations
The case is targeted at students of post-graduation and under-graduation programs in Business Administration
Teaching Notes are available for educators only. Please contact your library to gain login details
Bibliography Includes bibliographical references and index
Subject Branding (Marketing)
Social media
Business & Economics -- Marketing -- General.
Sales & marketing.
Genre/Form Case studies.
Form Electronic book
Author Mehta, Aditya, author
Banerjee, Poulomi, author
Deepak, Akshay, author