Say goodbye to the stigma associated with native advertising.
Following
The New York Times’ official embrace of the once-controversial ad format, J.P. Morgan is
predicting that native will take over digital channels in 2014.
“We believe native ads are quickly becoming the de facto ad format on …
Been saying this all along, with one qualification - native ads will dominate 2014, but particularly on mobile. Look at what Airpush, MoPub and others are doing with native ads on mobile. The market potential here is insane... http://techcrunch.com/2013/10/10/airpush-acquires-hubbl-for-15-million-to-bring-native-ads-to-mobile/
"Native Advertising" will end up being the surest way to disengage viewers and readers from a web site or blog. Give it about another year or 18 months before it reaches the tipping point.
Please stop using the NY Times Dell execution as an example of some kind of fabulous "native" advertising format. It's a mini-site, with sponsored content and curated articles. The only way a reader gets to it is to click on a co-branded banner. This is NOTHING NEW!! We did this all the time when I was at WSJ 6-7 years ago...so did NYT. Now it's "native"...wow!
Good info on Native. My article from April also has some great insight on Native and custom content which comes in various flavors:
http://www.mediapost.com/publications/article/199237/travel-like-a-native-advertiser.html
J.P. Morgan likes Native for the return to the publishers, not for the effectiveness. Right now, they resemble organic content in the manner of an outsider butting into a party conversation with barely relevant information (kind of like a bad insurance salesman). It's as likely to make you walk away as engage. If we're measuring success by a click-through, we're doing advertisers a disservice. It seems the emperor has a lot of new clothes these days.
Horrible misnomer. There is nothing native about it. It is propaganda advertising. It is deliberately written, planned, edited and executed. Can it be informative and entertaining ? Sure ! But hiding an advocacy as news is propaganda. The name itself to explain itself is propaganda.