What is "Native Advertising?"

And is it here to stay?

Wikipedia DefinitionNative advertising is an online

advertising method in which theadvertiser attempts to gain attentionby providing content in the contextof the user's experience. Native adformats match both the form andfunction of the user experience in

which it is placed.

Native advertisinglooks like editorialcontent, but it's not.It's bought and paidfor by sponsors andinserted dynamicallyby companies likeOutbrain, Zemanta,Nativo, nRelate andTaboola

It's nothing new!“It has been found that the lessan advertisement looks like anadvertisement and the more itlooks like an editorial, the morereaders stop, look, and read.”

David Ogilvy

We used to call itADVERTORIAL

Why Native Advertising Won’t Survive,Regardless of FTC Involvement

Kirk CheyfitzContent Marketing Institute

"Major law firms rang in theNew Year by warning theirclients that federal regulationof native ads will be a bigissue this year."

"Two antitrust lawyers withArnold and Porter wrote, “Weexpect the FTC to continue tolook at online nativeadvertising practices and…we might see more FTCenforcement actions” in 2014."

I don't believe it!

Philip R. DunnSynapseHub.com

The government is too slowto get a handle on all thisstuff . .

. . and if/when they do, thegame will have changed.

Who'sin control?

". . brands arebeginning to

create shows towhich audiencesflock. Red Bull’s

Stratos spacejump is the posterchild for this sort

of thing."

Kirk Cheyfitz

Why doesn't the brand justown the content and forget

about the publisher?

More from Cheyfitz:

"It’s actually clear that news andeditorial content are not things thatonly news organizations can create.Nothing stops non-news brandsfrom creating legitimate journalism."

And nowfor the KICKER

"No sane brand wouldspend money to creategreat content only to let

some publisher orbroadcaster get the

credit."Cheyfitz

My Take"LEGIT" NEWS OUTLETS HAVE VALUETHEY'RE SQUANDERING ON NATIVEADVERTISING

They "saved" their subscription models bymonetizing via NATIVE. However, they'relosing valuable credibility, becauseadvertorial or native advertising is gettingless easy to identify.

The broadcast station, media site andnewspaper brand loses trust when it

surrounds real news content with phonynews.

Where we are today

SOMETHING'S NOT RIGHT WITH THIS PICTURE

Content producersworking on behalf of

brands.

DynamicPublishing

Brokers Publishers

restore the line betweenchurch and state

Kick the advertisers, PR people and"content producers" out of the newsroom? This is the great debate.

News brands could regain legitimacy,and product/service brands could befree to create the kind of content thattruly serves their audiences (likeRedBull).

The problem?

Most consumer and business brandshave no idea how to create true utilitywith their stories, apps and othercontent.

What to do?

Create goodcontent now, anddon't worry aboutdistribution.

Distributeeverywhere forthe time being.

Worry about

"media channels"later.

Or play both games at once. . We can help you sort it out.

Brougtht to you by SynapseHub.com. Comevisit us. Click here.