NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Peer Schneider, Co-Founder & GM of IGN

My NativeAdVice:

How did you get into the tech industry?

In between journalism coursework at UC Berkeley, I applied some of my new-found writing, html coding, and video editing chops to create content about video games online. It was strictly a passion project and I didn’t see it going anywhere. I firmly believed that I’d end up in TV journalism and work on news magazine shows or documentary filmmaking. But the readership of my little website just kept on going up. It was then that I realized that my hobby and my job shouldn’t be two separate things.

Tell us about IGN. What inspired the idea and what is your vision for the company?

IGN was the brain child of many smart people at print publisher Imagine Media. Under Chris Anderson’s ( direction, the company had started to publish websites around some of its magazine brands. I joined as an editor, took on a leadership role as Editor-in-Chief, and helped launch IGN as a destination. We then spun out the company as a standalone web business under the name Snowball and later rebranded it as IGN Entertainment. We have stayed true to our original vision in that a business centered around premium content and a strong editorial voice can inspire tremendous passion, both from our visitors and from advertisers. We have built upon that core belief and evolved our company tremendously over the years.

What strategic partnerships have you implemented that have attributed to IGN's success?

The emergence of social media and new platforms made a huge impact on IGN. We realized early on that our success would depend on embracing social and video platforms and new devices. We left the concept of being “just a website” behind and focused on creating better infrastructure and processes that would let us take our content and put it wherever games and entertainment fans are. We cautiously syndicated video content to YouTube in 2008 – now, 3.6 Billion views later, we’re the 12th most-watched channel on all of YouTube. And video views on our own platforms have continued to grow at an equal clip. You can now watch IGN content via native applications on iOS, Android, Roku, Xbox, and PlayStation, with more to come. At the same time, we have created a way for advertisers to reach our fans across all these platforms and implemented new sponsorship opportunities, from TV-style integrations to smart targeting.

But the most important partnership we continue to refine is with our audience. As an editorial outlet, we must inspire a high level of trust. That’s only possible by putting the good of our audience first, and by constantly improving our editorial processes and support structure. Fans who trust you will support and evangelize your business in ways we couldn’t possibly accomplish all by ourselves.  

What industry trends are you noticing and how do you capitalize on them?

There’s been a lot of discussion about the democratization of media and whether there is a “there” there for editorial and news media sites. At the same time, just as we’ve seen a shift from print media to online media across many beats, there is a bigger demand for video over text. Between the 100k+ videos we’re already providing as VOD and the weekly live programming we run, we’re in good shape when it comes to video growth. But it’d be a mistake to pretend that the written word is becoming obsolete any time soon, that all ads will be video preroll, or that all news or opinion content will be user-gen. There’s a tremendous opportunity in exploring the intersection between editorial and user-gen; not to mention in learning from the emerging platforms and how to reach new audiences. If all we did was keep on running IGN as a destination for reviews or, say, a provider of audio podcasts, we would not have seen continued growth over the years. We benefit from being able to see and play games early, from watching movies or TV shows before they’re out, and from having access to developers and studios that can provide a behind-the-scenes look at things. At the same time, we also know that editorial voice is incredibly important. We want to be a place where you find personalities that are genuine, entertaining, knowledgeable, and approachable. To that end, we firmly believe in interacting with our audience; answering questions, being open to feedback and challenges, and interacting via social media. The results are highly visible: millions of comments on our articles and videos and an active forum community going on 15 years.

Another big push for us – and example of how we’re reacting to how the market is changing – is our worldwide expansion. IGN is now available in 21 editions and 16 different languages. We recently launched the IGN brand in Greece, Portugal, Israel and Latin America, and we’ve got more local language editions coming up very soon!

Life Motto?

Let’s be nicer!

IGN's Motto?

To inform and entertain. 

Your greatest success as founder of IGN? Most difficult moment-how did you overcome and what did you learn?

It’s amazing to see what IGN has become over the years. We started as a loose collection of sites at a print publisher -- and transformed it into a multi-language, multi-screen, multi-platform, 24-hour news and entertainment network. That’s awesome. Most difficult moment? The dotcom crash. When the ad market dried up, we had to scale back significantly to weather the storm. Much credit goes to our financial leadership at the time, but we all pulled together and worked long hours to make sure we continued to present the best content we could. It’s great to see that some of then radical and risky steps we took, like launching a subscription network, are still part of our brand today.

Your advice to an aspiring entrepreneur?

Don’t chase vanity metrics. Figure out how to measure your success and set your goals accordingly.

Favorite travel destination?

Kyoto, Japan. It’s the most amazing city on Earth.

One food and drink left on earth, what would you choose?

No other drinks left on the planet? Water, of course! I can’t imagine that Bordeaux would go well with the zombie apocalypse. As for food, I’d have to go with my German roots and go for “Himmel un Ääd” – that’s fried blood sausage, mashed potato and apple sauce. Yep. Don’t knock it until you’ve tried it.

What literature is on your bed stand?

Right now, I’m re-reading 20,000 Leagues Under the Sea by Jules Verne. My favorite publisher, Folio, issued a new translation this year.

Role model - business and personal?

Steve Jobs. And my wife, Murasak

Current passion?

Video games. Books. Sci-fi. Cooking. If it was possible, all at the same time.

Most interesting headline you've read this week?

The Rosetta mission. Mankind landing a probe on a comet 317 million miles away was a truly inspiring feat.

What's next for IGN?

“It’s a secret to everybody.”