Not everyone defines “native” the same, according to Mike Grehan, CMO at Acronym, who is leading a panel discussion at MediaPost's Mobile Insider Summit.
Native is something that makes sure that the user experience is not different, says Richard Rabbat, vp advertising programs at Tango. The content and the sponsored message have to have the same value proposition to the user.
Native advertising is a piece of contact that creates a better value exchange between brands and consumers, according to Alec Painter, director, strategy, IMM.
It’s branding, it’s awareness, says Doug Platts, vp, search strategy iCrossing.
“I personally hate the word native. “ says Erin Kienast, svp innovation and activation director, Starcom Worldwide. It’s a seamless integration into a user experience, making the message appropriate inside the space. “It shouldn’t be like advertising on the Vegas strip.”
Is "seamless integration" always good thing? Don't users need to distinguish between the equivalents of advertising and editorial?