I believe native advertising is the best thing to happen to digital advertising since GM O'Connell's agency, Modem Media created the first banner ad that ran in Wired in 1994.
That seminal banner ad achieved a click-through rate of 43.2%. Ah, those were the days.
But back to the reality of today, which explains why I like native so much.
Because it tells a story... a story that, when told well, has the ability to engage a brand user in an immersive editorial experience.
That said, to reach its full potential native advertising has to follow the sequence of poker.
Table stakes: Full transparency between everyone concerned, especially the consumer.
Opening bid: A story that taps into the DNA of the brand and the medium it is being associated with.
Winning hand: A story so artfully created that it engenders brand engagement, which leads to brand loyalty -- beyond reason.Finally, shame on the great agency creative "artists" if they don't step up and tell native stories as brilliantly as they do other brand stories. It is an opportunity they can’t afford to squander.