Fairfax launches native advertising offering with CommBank as launch brand
Example of CommBank native advertising on theage.com.au
Fairfax Media has become the latest media owner to launch a native advertising offering.
The format allows brands to place their own articles – clearly labelled as “advertiser content” – on the websites of The Sydney Morning Herald and The Age.
The move comes days after Sound Alliance announced the appointment of what it said was Australia’s first native advertising editor.
Except it’s not native advertising, it’s sponsored content.
Native advertising is a form that can only exist on the specific platform it appears.
Google ads, promoted tweets etc are native, this content isn’t.
Wow, what innovation!
Native advertising/advertorial pages……how is this any different than a branded page of content clearly marked as an advertorial – change the header and it’s a new product????
Way to beat the market Fairfax but I think what Sound Alliance will offer is much more ‘native’ advertising and not just a new header on a page.
That’s desperate. Lucky ‘journalists’ who get to write this shit.
Way to cut your own throat Fairfax.
hey dude back off – I am the ex-reader around here.
PR puff as an ad. Genius.
@Ex-reader Apologies, hadn’t seen another handle. I’ll post under something different.
Looks good
And they wonder why folks don’t see the value in actually paying for this content.
@ what the: what is it that SOund Alliance has actually done by way of native advertising, other than appoint someone with the words “native advertising” in their title?
Hi Minnie,
To offer a blatant plug, Sounds Alliance’s content director Tim Duggan will be covering the topic at our Festival of branded Content & Entertainment next Thursday. I’m sure he’ll answer that question – I hope you can join us…
Cheers,
Tim – MUmbrella
thankyou ex-reader 🙂
@minnie: Not saying they’ve done anything as yet – just pointing out that what Fairfax has done is re-create the ‘paid content’ / ‘brand page’ / ‘sponsored content’ advertising and i’m looking forward to seeing what Sound Alliance will do…..in the future!
Knowing some of the people there and what they do for brands……i’m sure they’ll be doing more than having someone write an article, place “this is advertiser content” on the masthead and put it online and call it native advertising.
Again, well done Fairfax for being”1st” in this space….you’re an inspiration to us all 🙂