The central idea that marketing messages could be much more in-tune with digital content is not new (see paid search). What is new, however, is that consumer choice and power is driving an even broader shift towards a less interruptive, more integrated or €œnative€ experience. This trend is one that digital media businesses must recognize and master.


Most traditional advertising tries to command our attention(e.g. the TV program stops and the ad takes over the screen). But with so much more control and choice over media consumption moving into the hands of consumers, it is becoming more important for advertising to earn our attention.


The term €œnative€ as it applies to advertising practically still has the protective wrapper on it, so its no surprise that the definition of the term is still being debated. Definitions range from sponsored posts co-mingling with regular site content to an ad whose tone, placement and design fits within the context and style of the site.


Now while the word €œnative€ is relatively new in this context, the central idea that marketing messages could be much more in-tune with digital content is not. Within digital it started first in paid search where the ads are in-stream and are visually represented in a very integrated, consistent way with the content (search results in this case). What is newer is that consumer choice and power is now driving an even broader shift towards a less disruptive, more integrated or €œnative€ experience that digital media businesses have to master. A topical case in point is how Buzzfeed is incorporating native advertisements into its regular content with great success.


Despite these changes in digital advertising, traditional advertising still has a powerful role in the industry. Similar to how mobile didnt replace laptops but instead evolved to work in conjunction with them, native and traditional advertising each have their own roles to fulfill.


Is your company taking full advantage of both of these tools?



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