One mistake with native advertising can be a disaster -- for a number of parties.
Speaking at OMMA Native, Steve Rubel, executive vp of global strategy and
insights, for Edelman, says, “As bullish as we are about the marketing opportunities of [native advertising], we are conflicted about this. We visited 30 different publishers, and we were just
troubled about the efforts around disclosure.”
He says its like cars coming towards each other on a two way single lane road with a double yellow line. “If
one car messes up, you are dead, and the other guy is dead.”
Rubel says brands can lose major trust among consumers -- perhaps irrevocably. That can spill
over to other brands and opportunities. “That double yellow line is a little buffer. You can’t fudged that too much. The ethical conversation has to be elevated. As we do this work,
we need to be buttoned up.”