- AdAge, Thursday, February 4, 2016 9:58 AM
Writing in
Ad Age, Brian Sheehan, an associate professor of advertising at Syracuse University writes that the way to combat ad blocking is simply to create better advertising. We've heard
that before. But, he says, one of the ways to do that is to improve native advertising. "Most native advertising today is thinly veiled advertorial, or worse, advertising dressed up like content. Yet,
when native advertising is done right, it adds value to the publisher, the brand and the consumer. A great example of that was the work Netflix and The Wall Street Journal did for the launch of
Netflix' show "Narcos." Sheehan argues that the results was a strong
Wall Street Journal-worthy article called "Cocainenomics: The Story Behind the Medellin Cartel". Sheehan goes on to say:
"In certain circles, native advertising is inveighed with as much hostility as ad blockers are in publishing circles. And it is hard to argue with. Most native advertising leaves a lot to be desired.
But when it is done with as much flair, relevance and journalistic integrity as the WSJ/Netflix effort, it is a beautiful thing to see, which readers want to read and which ad blockers have no
interest in blocking."
Read the whole story at AdAge »