An AOP-backed roundtable, hosted by Vibrant Media, recently met to agree five principles of native advertising. The five key words were
integrity, transparency, relevancy, proportionality and
appropriate placement. An interesting point to come out of the
meeting is that response rates increase when content is more overtly labelled as advertising. The key finding was that trying to disguise native advertising as editorial is a huge mistake which
readers see straight through.
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