Sound Alliance appoints Melanie Mahony as ‘Australia’s first native advertising editor’
Youth-focused online publisher Sound Alliance has appointed Melanie Mahony to the role of native advertising editor.
The company says it is the first Australian publisher to have a dedicated position of native advertising editor, who will be responsible for building the company’s branded content
Native advertising is sponsored content which is designed to match and complement the form and the overall experience of the platform in which it is placed.
“Melanie’s appointment reflects our belief that native advertising is on the cusp of exploding in Australia. We see massive growth potential in native advertising therefore we are placing native at the centre of our offering,” said Sound Alliance CEO Neil Ackland.
Not really Australia’s first person in such a position, but the first one with this title!
I read this article 3 times and still have no idea what this person does or what native is.
So she organises advertorials. Hardly groundbreaking stuff.
Oh … I thought it meant advertising by indigenous people.
Native isn’t advertorial.
I hope that everyone at least working in digital knows what it is….. “offline” folk should too. The power of relevant editorial marketed properly is worth knowing about.
SJH, it’s specially created content designed to integrate with its environment that is brought to you or sponsored by a brand, isn’t it? Sounds like advertorial to me.
100% PURE BUMPH!
FYI: “The word bumf or bumpf refers to obvious or blatant propaganda, usually issued by a government, an organization or a large company, especially when you disagree with the content.”
And yes, I do disagree with the assumptions behind this nonsense