Native Advertising seems likely to continue to be hotly debated in 2015. Back in 2014 Paul Armstrong and I talked about it in our regular feature in Media Week ‘IMterview- Native Advertising‘. My Google prediction hasn’t come true [yet, I’m still holding out that YouTube will set something up at least].
My main thoughts on Native Advertising are that, when done well, I’m a fan. And the second most important thing is that marketers and media owners seem to make the conversation overly-difficult. If the advert looks and feels native to the content environment then it’s Native Advertising. Why bother to do this? I talk more about the principles of Content Marketing here explaining what audiences need for effective content marketing. Native Advertising can tick all the boxes.
Media who do it well? Twitter, Gawker, BuzzFeed, and some print publications [But I think the latter often suffer from not making it obvious enough that the content is paid for.]