Advertising and News

“Native advertising” describes a kind of advertising that’s exploded in popularity on the Web in the past several years. — a 32% increase over spending in 2013. By 2018, spending on native ads is expected to top $21 billion a year. There are, however, many critics who deem native ads “sneaky” and “underhanded.”

Credit: New York Times 

Catherine Davis, President, Vizeum Americas weighs in:

“Native advertising allows brands to leverage both message and media to communicate in a more relevant and authentic way. With our clients, we’ve found that this can increase ad engagement, share rates, and more importantly, drive brand consideration and/or sales.

An ad format that is more consistent with the viewing experience makes the ad content feel more organic to viewers. That said, it’s important to be clear when content is being sponsored by a brand. We’ve all seen the backlash from native content that’s not transparent about its author. We’ve also seen some really successful native ads out there.

A good review in The New York Times can make a filmmaker’s career, but the Times ad department is offering another kind of hand up.

T Brand Studio, where the paper creates ads designed to resemble editorial, introduced a program on Thursday called “The Selects.”

- Lewis Dvorkin

http://www.forbes.com/sites/lewisdvorkin/2013/07/22/inside-forbes-its-fight-night-pr-firms-take-on-ad-agencies-over-native-advertising/

Netflix is paying The Atlantic a sum in the six figures to create a lengthy, reported article with interactive charts and a video exploring the dynamic between certain U.S. presidents and their wives – including the fictitious first couple in the Netflix original series “House of Cards.”