Last week I attended (and live tweeted) a webinar discussing native advertising hosted by Rebecca Lieb of The Altimeter Group. In the ever-changing world of marketing and advertising, "native advertising" is yet another new term that those in the industry don't even agree on.
That definition may be a bit too wordy to catch on. I like to think of native advertising as "advertising opportunities designed around the specific user experience of a platform."
[Correction: the handle for The Altimeter Group is @altimetergroup.]
Here are my key takeaways from the webinar:
Cons of #NativeAdvertising: labor intensive/scale. KPIs not fully defined. No Google juice.— Devon Dudgeon (@ddudgeon) October 3, 2013
#NativeAdvertising must maintain integrity of publisher/editorial relationship.— Devon Dudgeon (@ddudgeon) October 3, 2013
FCC has called for hearings on #NativeAdvertising. Set for Dec. 4. Looking at guidelines, disclosure.— Devon Dudgeon (@ddudgeon) October 3, 2013
[Correction: FTC, not FCC -- I was not the only one who misheard this in the webinar!]
Brands working directly with social networks - ad agencies are being taken out of the loop! #NativeAdvertising— Devon Dudgeon (@ddudgeon) October 3, 2013
Reco's for #NativeAdvertising: must be transparent, have a Content Strategy/brand guardian needed (my 2 cents), allow for shares/likes.— Devon Dudgeon (@ddudgeon) October 3, 2013
Yet another new(ish) term... "Converged Media.
Converged Media = Paid (advertising) + Owned (brand's own content) + Earned (stuff ppl say about you). #NativeAdvertising = Paid + Owned— Devon Dudgeon (@ddudgeon) October 3, 2013
As someone who likes to test -- and get a good deal, that last point is an important one!
If you want to hear the full webinar, check out it out on Slideshare: Defining and Mapping the native advertising landscape