The Federal Trade Commission recently released two statements on the practice of native advertising. The statements lay out exactly what the FTC considers native advertising to be, and what it would consider to be deceptive use of the relatively new advertising format.
For those not working in the marketing or advertising industry, native advertising is a tricky, morally ambiguous if not outright ethically dubious proposition. The practice, in which "online advertising ... matches the form and function of the platform on which it appears," blurs if not outright obliterates the line between advertising and editorial. But native advertising can also ask other questions: What about when it's good? What does it mean when native advertising leads to good, innovative journalism?
Content Marketing is the buzz term on everyone lips, but native adverti sing has also been s teadily gaining traction as brands look to best utilize new content distribution methods and means to spread their message, particularly via online platforms. But which one delivers better results? A new report from the combined forces of Fractl and Moz , and published Harvard Business Review , aims to answer just that.
Advertising Age's recent article, "Ad Blocking is a Growing Problem. What's the Fix?" addresses the thorny conflict between the needs of advertisers and the convenience of internet users. Basically, digital marketers need the ever-so-slim revenues that come from online advertising, while users don't want to be bothered by advertising.
The lines between the media, brands, agencies, new media, social media and search engines are blurring faster than most realize. This was covered in depth on Mark Schaefer’s blog and my Huffington Post column . The need, desire and promise of native advertising are major factors in this blurring and everyone is trying to get a piece of the action.
Paid search engine marketing (PPC) has been essential to the success of online B2B marketing for an incredibly long time (by digital marketing standards anyway). According to the CMI , it’s the type of paid media used most often by B2B Marketers, and is considered the most effective as well. But...
In the last few years content marketers have demanded new and better ways to promote and distribute their content. As a result, many new tools, tactics and networks have sprung up to empower them with even more opportunity to deliver the right content to the most prudent people. Paid content distribution using native social media is one of the newer tactics.