Thinking Social / Value

7

Years of thinking social archives >

When Does Content Marketing Become Native Advertising?

SOURCE: The Atlantic

Ahead of Saturday’s World Teacher’s Day, we have our own Ogilvy teachers, senior leaders  in our digital practice, revisiting social and digital media basics. In the first part of this series, Vice President of Content Strategy at Social@Ogilvy Washington D.C. Matthew Greenberg discusses Native Advertising.

There are a lot of interesting issues around native advertising worthy of debate, but the one that seems to garner the most disagreement these days is the argument about just what native advertising is — and even what to call it…

Nearly 75 percent of online publishers offer some sort of native advertising program on their site– but disagree about just what the term entails. And while the Interactive Advertising Bureau (IAB)  has convened a task force to solve the issue for us, everyone has an opinion.

Robert Rose at the Content Marketing Institute argues that native advertising is really neither native nor advertising.

The publisher of the high-end print and online magazine Monocle would rather not use the term, preferring “advertorial.” 

Over at Forbes.com, head honcho Lewis D’Vorkin says that much of what generally is called native advertising is really “native content” — aka content marketing.

But the debate about native advertising — what to call it, how to produce it and where to display it — misses the big picture.

The pendulum is swinging back to marketers. As D’Vorkin points out, at the dawn of the 20th Century, marketers routinely created content marketing — from John Deere’s “The Furrow” to Maxwell House’s Passover haggadahs — and were able to do so because consumers trusted the value of the content.

That opportunity is back with us — and publishers are now opening up their doors and their platforms and asking us to help them provide value for their audience. The ball is in our court.