Source: Native advertising will fail if it means “Let’s lie to the natives”
We see this all around us (especially Facebook). Advertising seemingly customized to the platform of consumption. The question that is up in the air is ... how native is it or is the better question is it a re-definition of advertising?
We all get a deluge of pretty bad advertorials (continuing with the FB theme) in our newsfeed. No one mistakes them for native content and something that is adding value in any way ... the true test is how native is "Native Advertising". In most cases the piece is disingenuous and blatantly out of place.
The true form of this advertising would be content that is relevant to the topic/platform/mode/situation and is adding value without explicitly pushing a product or a service. Advertorial content on news blogs, news aggregators can be a good example. Could it be that in order for the advertising to be truly 'native' the traditional mode of thought around advertising needs to to change?
We see this all around us (especially Facebook). Advertising seemingly customized to the platform of consumption. The question that is up in the air is ... how native is it or is the better question is it a re-definition of advertising?
We all get a deluge of pretty bad advertorials (continuing with the FB theme) in our newsfeed. No one mistakes them for native content and something that is adding value in any way ... the true test is how native is "Native Advertising". In most cases the piece is disingenuous and blatantly out of place.
The true form of this advertising would be content that is relevant to the topic/platform/mode/situation and is adding value without explicitly pushing a product or a service. Advertorial content on news blogs, news aggregators can be a good example. Could it be that in order for the advertising to be truly 'native' the traditional mode of thought around advertising needs to to change?
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