Native advertising ‘incredibly controversial’, admits Forbes executive
Native advertising that is not clearly labelled risks destroying the long-held trust between reader and brand and amounts to nothing more than prostitution, media experts have warned.
A panel discussion at the Association of Data Driven Marketing and Advertising (ADMA) conference heard yesterday that branded content can only work if it is made clear to the consumer that what they are reading or watching is not independent.
Forbes Media has embraced the native advertising model, and chief insights officer Bruce Rogers acknowledged that it was highly contentious when the company began to carry branded content.
“We knew it would be incredibly controversial and we were very careful,” he told delegates. “We picked our partners and our editors are not producing content, unlike other organisations. A marketing team assists in creating content. It was very important to introduce it in the right way because we knew it could make or break it if we did it wrong.”
Can anyone explain to me the difference between native advertising and advertorials?
“Brand journalism is more about a meritocracy of voices that marketers have information that is valuable, and in some cases more valuable than even editors have.”
shane warne would be proud of that one, spinning it a mile!
Completely agree that reader’s trust is paramount.
Forbes had been a long time partner of Outbrain and is using Outbrain to scale audience for native (brand voice) as well as editorial content.
Outbrain maintained a clear position on these key questions as the industry grows and evolves:
http://wp.outbrain.com/wp-cont.....eline1.jpg
http://www.outbrain.com/blog/2.....lling.html
@a harsh trifle,
yes, one is a new buzzword and allows people to give the illusion of a new solution for a crumbling media model.