Native Specialists Say, "Screw Scale!"

When it comes to native ads, Jason Clement at TBWA\Chiat\Day says, screw scale! “I think scale is the wrong thing to be focused on,” Clement, Executive Director of the Digital Arts Network at TBWA\Chiat\Day, told OMMA Native attendees on Tuesday afternoon. You “shouldn’t be trying to justify [native] on some cost metric,” he said – you should be “looking to go deep!” That means you, young media buyer! Otherwise, “We pee in the pool,” Clement said, referring to those marketers who are diminishing the promise of native advertising by trying to make it scale so aggressively. “That’s what we did with display,” he warned.
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