advertorials

Is native advertising sustainable?

There are many articles out there defining what native advertising is and what it should look like.

There are native formats (simply in-stream ads, like expanding video), sponsored content (shaped by the publisher), content syndication (related content promoted through platforms such as Outbrain) and advertorials (often written by the advertiser).

There are blurred lines between some of these formats but what they have in common is a terribly misleading descriptor. This sort of advertising is anything but native, it is invasive, lurid, and can only survive as such.

The three main approaches to native advertising

Native advertising is one of the hottest marketing trends this year. From BuzzFeed to Twitter, the most admired businesses of our generation have been built on this supposedly new advertising medium.  

However, from my experience, understanding of what it really means is surprisingly low. People might understand that it’s akin to what was traditionally called advertorial, but few recognise the nuances of what is a surprisingly diverse medium.

Native advertising: whatever it is, it shouldn’t be PR

More and more publishers are rushing to embrace native advertising, and for good reason: advertisers are eager to spend money on it.

While there’s debate and discussion around the exact definition of ‘native advertising’, publishers and advertisers are quickly learning that ads integrated into the user experience, often to the point that they’re not immediately distinguishable as ads, come with challenges.

The Atlantic’s Scientology advertorial shows the risks of native ads

With advertisers set to pour more and more money into native ads, 2013 could be a great year for well-positioned publishers.

But publishers looking at native ads as a solution to ad blockers and paltry display CPMs should tread carefully.

Native ads aren’t a panacea and the premiums advertisers may be willing to pay for them shouldn’t distract from the fact that native ads can be risky ads.

Will 2013 be the year of native advertising? [infographic]

Digital channels continue to provide advertisers with an ever-growing number of options for marketing to consumers, but there’s a problem: many of their messages don’t get through.

Many consumers, bombarded by ads, many of which they see as annoyances, have blinded themselves to certain types of ad units, and some, in an attempt to squash ads altogether, have turned to ad blocking software. Coupled with poorly-placed units, advertisers often have no idea how many of their ads have actually been viewed or were even viewable, prompting calls for viewability standards.

Consumers want brand mentions, not ads: report

Marketing effectively on the internet can be pretty tough.

Sure, search and email are awesome and, when done right, are two of the most accountable forms of marketing around. But ask about other forms of online marketing and you’ll probably meet more marketers who aren’t producing ROI (or who aren’t even tracking it) than you will find marketers who are.