Sheer lighthearted brilliance from the tenacious, satirical and uber-conscious John Oliver on the negative side of native advertising (an absolute must-watch): https://www.youtube.com/watch?v=E_F5GxCwizc
There seems to be two sides to the argument here for native advertising.
First – the one we’re aware of – targeting the content-loving, ad-hating, editorial-and-everything-else-related hungry teenage bandwagon of consumers with fresh editorial-style advertising as we have seen on Buzzfeed and the Huffington Post. Not only has this refreshed advertising techniques and given a new lease of life to online marketing, it has proven plenty successful in endearing brands to their target segment far more than boring, annoying and obsolete banner ads.
Second – the one that John talks about – how native advertising seems to be, at best, compromising the quality of journalism, and at worst, how it is emblematic of corporations’ interests taking over even the most supposedly independent of press units such as the New York Times. It is a serious question posed to the independence of our press and ‘duping’ of the consumer.
Make sure you enjoy this short video and leave some comments!