by Allison Howen & Amberly Dressler, Website Magazine

Josh Dreller, Kenshoo: Internet consumers don’t want ads. They want good content. In a sense, advertisers are becoming publishers by leveraging engaging content to attract their core audiences and using paid media to promote that content. This strategic shift has especially benefited brands that may historically have had trouble driving consumers to their sites. Take for example, Red Bull. Traditionally, it may have been difficult to engage with their customers publishing beverage related content. However, Red Bull has become effective at generating interesting and intriguing content that their core audience likes to consume. This strategy has lifted its brand presence on the Web and helped fuel the brand’s success.”

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