Yes& News

Mark Pedersen Talks Native Advertising in Washington Business Journal

Robert Sprague

Yes& Director of Marketing Strategy Mark Pedersen was quoted in the Washington Business Journal speaking about native advertising.

Yes& Director of Marketing Strategy Mark Pedersen was quoted in the Washington Business Journal speaking about native advertising (“This is a genuine article about sponsored articles” by Carolyn M. Proctor August 2, 2019). 


Mark leans against this form of advertising, because the semi-deceptive nature of articles that appear to be editorial but are in fact marketing drives traffic that is not of the highest quality.

“A ton of clicks is not valuable if the average duration is less than the time it takes to read the headline,” Mark is quoted as saying.  “My experience shows better and more measurable results by directly promoting the right content, to the right people, during the right phase of the customer journey.”

As an example of effective targeted advertising the article reproduces screenshots of a Choice Hotels campaign for EconoLodge by Yes& that directly targets outdoors enthusiasts with relevant content.  WBJ subscribers can read the whole article here


Yes& is the Washington, DC-based marketing agency that brings commercial, association, and government clients the unlimited power of “&” – using a full suite of branding, digital, event, marketing, public relations, and creative capabilities to deliver meaningful and measurable results.

Let’s talk about what the power of "&" can do for you

Robert Sprague

More Insights

You might also like these articles. Sign up for our monthly newsletter for updates, insights and general tomfoolery.


Yes& News Yes& General

Lisa Daniel

The question might be gauche, were it not for the fact that all of us have a coronavirus story, just as those who remember 9/11, Pearl Harbor, and the Great Depression have stories about living through those historical events. Our audiences gain insights, and form opinions, by what we choose to show and tell. Years from now, our collective stories will likely include stay-at-home orders, face masks, and toilet paper shortages, and perhaps the background noise of partisan divisiveness and the angst of economic recession. Individually, we’ll expose how these times shaped us, challenged us to do things differently, and hopefully compelled us to do better. 

Yes& News CX

Andrew Teie

In his recent book, Range: Why Generalists Triumph in a Specialized World, David Epstein makes the argument that combining knowledge and experience from multiple fields is the optimal path to success. He relies heavily on the worlds of sports, science, corporate culture, and higher education to make his compelling point.

Yes& News Public Relations

Lisa Daniel

While local news has struggled for years to find a profitable business model in the digital age, some PR and marketing shops are finding solid footing with local-centric content and wider distribution options.

Yes& News Digital

Anna-Marie Montague

The communications foundation and engine for marketing efforts. An essential consumer/member/stakeholder touchpoint. A major organizational investment. A key embodiment of a brand. A transactional powerhouse for sales and services. An organization’s website is all this and more, providing myriad good reasons to optimize its ROI through astute strategy and planning.