Of late native advertising has been the topic of table talk, water cooler gossip and happy hour chatter. Such thas led to a pow-wow of top native advertising providers, some marketing folk and FTC watchdog in DC.
But the best and the brightest native advertising professionals can't define it. In a press release, the Interactive Advertising Bureau agreed on six different types. You can read their take: IAB Releases Native Advertising Playbook To Establish Common Industry Lexicon, Evaluation Framework & Disclosure Principles.
My I add consumers have cried foul, which erodes brand trust among other things.
While we are having a difficult time defining it, and it can erode consumer trust companies big and small are using it. This, of course, is not new. We've seen the same senario as advertsing evolves.
With all the talk about native advertising, I have a couple of questions?
- How are startups using native avertising to raise awareness of the new brand?
- Should marketing, advertising or public relations own native advertising?
I'd like to start a fruitful conversation in the comments below for a larger piece I'm writing on the subject.
