The Soap Opera Gets A New Name: Native Advertising


Alright, alright, alright! We give up. We'll write about native advertising. If there's any one thing the advertising industry is good at, it's putting a shiny new wrapper on something that's been around for a very long time. Take, for example, Native Advertising.

As described by digital ad firm Solve Media, "Native advertising refers to a specific mode of monetization that aims to augment user experience by providing value through relevant content delivered in-stream."

Hmm. Remember soap operas? Relevant content created for TV (a stream, if you will) just so P&G and others could sell soap. Seriously, youngsters, that's why soap operas were invented.

How about the Hallmark channel? Advertorials? Paid content? This site's own AdverPost (that blue-shaded box which has appeared as the second story on pages since 2002)?

If native advertising advocates want to argue these methods of advertising aren't in-stream, rather interruptive, we'd argue so are native ad placements. They're an ad disguised as content placed in-stream with the rest of the news. We call that an interruption.

Yes, we get that native advertising has a bit of a different spin this time around but the purpose is the same; content created for the sole purpose of selling something. You can pretty it up any way you like but it's still an ad.

Anyway, take a look at Solve Media's infographic which gives an overview of native advertising, what it is, what it isn't, how it works and how it can be used.


by Steve Hall    Dec-13-12   Click to Comment   
Topic: Trends and Culture