Why Native Advertising Is Neither


Here is a great take on what is OR isn’t native advertising by Robert Rose, CMI.

Native by any other name

By ROBERT ROSE published AUGUST 26, 2013/Content Marketing Institute

According to Wikipedia (which I chose not because of, you know, Wikipedia, but because it seemed to be the only place offering one up), native advertising is defined as:

“…a method in which the advertiser attempts to gain attention by providing valuable content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed.”

In short, native advertising takes content and places it in the context of a publisher’s site. So, whether you think of it as an advertorial, a paid guest post, a sponsored tweet, or just a really extensive ad, it’s basically paying for your engaging branded content to have a prominent and contextual place on somebody else’s platform.

To be clear, the intention of my discussion here is not to dissuade anyone from using yet another term for a type of ad unit — I accept that there are plenty of people who like the term, and are working to further the practice, overall. (Heck, even the IAB is working on creating native advertising standards, backed by a full-on task force.)

Read more…Why Native Advertising Is Neither.



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