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Native Advertising: Marketing Flop or Marketing Future?

Native Advertising: Marketing Flop or Marketing Future? | Public Relations & Social Marketing Insight | Scoop.it
From blog.kissmetrics.com - March 9, 2013 12:42 AM

A form of advertising that is so tightly interwoven within the site it’s being promoted on that customers can’t tell that it’s advertising.

 

Pop quiz: Can you spot the native advertising on BuzzFeed’s homepage?

 

If you answered “all of it,” you’d be exactly right. The entire front page, seemingly devoted to Instagrammers you should be following, actually is a huge advertisement for Samsung cameras. Surprised? Shocked? Amused? Betrayed?

 

All of these emotions are felt by viewers when they realize they’ve been fed advertising in what they thought was an article purely devoted to entertainment or getting more out of a photography hobby.

 

Native ads don’t yet have a clear definition, but at their simplest, they are a form of advertising that is so tightly interwoven within the site it’s being promoted on that customers can’t tell that it’s advertising. Different technologies have tried to paint native ads under names like sponsored listings, promoted posts, or online advertorials, but there are some definite differences....

Jeff Domansky's insight:

Native advertising presents a whole new set of challenges for marketers and the public.

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Content Marketing Presents Uncertain Future For Publishers

Content Marketing Presents Uncertain Future For Publishers | Public Relations & Social Marketing Insight | Scoop.it
From www.pr2020.com - January 28, 2013 7:45 PM
Brands are becoming publishers, but do publishers have untapped opportunities as marketing agencies?

 

...Rather than viewing content marketing as their impending doom, publishers should be focused on the emerging opportunities:

Create and distribute content, in and out of network.Produce sponsored content (aka native advertising).Tap existing advertising partnerships, and even consider cannibalizing their advertising business in favor of a more sustainable future.Offer integrated services (i.e. content + SEO + social + PR + email + analytics). Content alone isn’t enough.

 

As Andrew Davis (@TPLdrew), author of Brandscaping, said in a recent Marketing Agency Insider post, “Publishers are masterful content creators, and they are able to charge a premium for the services they offer by leveraging theirmarket research, existing distribution platforms, and even the talent from their editorial teams.”


And Paul Rossi (@economistrossi), managing editor of The Economist, states on Digiday, "The opportunity for media companies is to create content that’s compelling for users on behalf of advertisers. That doesn’t mean it has to be native, but the skills in telling stories are quite valuable to marketers as they build audience themselves."...

Jeff Domansky's insight:

Paul Roetzer, CEO of PR 20/20, offers some intriguing answers and a blueprint for traditional publishers looking for a way out of the digital maze.

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