• by Wayne Friedman , Staff Writer, December 7, 2012

A lot has been made about so-called "native" advertising, especially in the digital space. But what about television?

Among other efforts, TV has played around with melding commercials into content. Most provocatively, some commercials on ABC and Turner dramas have tied in to the ends of just-completed program segments, so that the ads seem like just another scene. And then, you realize, they don’t. How does that make you feel?

Unless these advertising messages are perfectly handled, they will appear at best like a novelty. At worst, they could cause brand damage.

Some interactive TV providers say their interactive media campaigns are new and different, perhaps "native," and that they have proven effective in terms of awareness, recall, and positive engagement.

True addressable advertising might have a better shot at the native connotation. If one of these highly-touted 30-second commercials hits the right consumer -- at the right time, with the right demographic message, in the right geographic location, and perhaps, just before heading out the door to buy a specific mid-size hybrid import sedan -- maybe that makes it native.

Much has been promised. But, overall, newer ad formats -- even when tangential pieces -- have been hard to get firmly rooted and incorporated into the traditional TV advertising eco-system. Expectation and behavior may have a lot to do with this. We expect TV commercials.

New stuff? We all love the disruption part of the TV equation, but mostly as an exercise. Who is really willing to put brands at risk of a possible rough shaking?