In the 1970s, the average person saw about 500 advertisements each day. Today, we see as many as 5, 000 a day. Statistics like this that beg the question: With advertisement placement, how far is too far…And, who can we trust ?

 

Native Advertising has many names… custom content, sponsored content, branded content, content marketing, and even collaborative content. With the name changes quickly and surely straying from the definitive advertising language, it’s no wonder consumers are confused as to whether they are viewing, reading and listening to editorial or advertorial content. It is no wonder the question of transparency in native advertising comes into play.

 

 

Studies have shown consumers of modern media are more likely to respond positively to advertising on the web if it does not come across as overt and blatant brand promotion or take the form of traditional advertising. So, in a time where these “content-centric marketing products” are taking the world by storm, media companies are urgently looking to invest in online advertorial platforms. We are still unsure if custom content will expand and completely engulf traditional media forms, but the numbers are showing us that this could definitely be a possibility in the near future.

 

Social Media such as Twitter, Instagram and Facebook are providing new platforms for the sharing of advertorial content, which is dramatically influencing native advertising’s reign over modern society. We can promote individuals, companies and groups with a simple tweet, or re-tweet, and share sponsored stories on Facebook.

 

The internet is rich with images, videos and written content, much of this sponsored by companies. You only have to look at the ALS Ice-Bucket Challenge, in order to see how a sponsored form of social media attracted global, widespread attention and more importantly, action. In order to raise awareness and funds for a motor neuron disease, the ice bucket challenge saw the popular following of hundreds of thousands of people across the globe upload videos depicting others pouring ice water over them all in the name of the greater good. The ALS foundation raised $100 million dollars from the online feat, and the videos soon went viral, much like the ‘Nek Nomination’ beer challenge in Australia in the summer of 2013/2014.

 

During 2013 in the US, the Federal Trade Commission held a day-long workshop, “Blurred Lines: Advertising or Content?” to explore the ethical dilemmas associated with native advertising in journalism, marketing, the law and publishing. As the interest and concern around sponsored content builds, the Director of the bureau of consumer protection Jessica Rich noted that native advertising is “stronger than ever” and a growing multibillion-dollar industry in itself.

References:

Steigrad, A 2013, ‘Native Advertising: The Pros and Cons’, Academic OneFile, December, Edition 7, pp. 1 -3.

Del Rey, J 2012, ‘Native advertising: media savior or just the new custom campaign?’, Advertising Age, October, Volume 83, Issue 39, pp. 1 – 2.

Krumsvik, A 2012, ‘Why old media will be funding journalism in the future’, Journalism Studies, March, pp. 729 – 739.

Sebastian, M 2014, ‘Another one falls’, Advertising Age, Volume 85, Issue 5, March, pp. 1 – 3.