Native monetization: “The best ads, in other words, aren’t ads anymore.”

A content focused agencies point of view on all the rage about native ads:

I guess we have Fred Wilson to thank (or blame) for all this. In September he gave a speech in which he spoke of “native monetization systems” for Web sites. These are little bursts of marketing tailored to the look and feel of a specific platform. Think Facebook Likes, promoted Tweets, special deals via Foursquare, and Google paid-search ads tied to keywords. Mashing up the blogs, we learn that native can also be a repackaged version of advertorials defined by the users and delivered “in-stream” as digital ads that don’t suck, disguised as content. Media firm BIA/Kelsey predicts approximately $3.85bn of social ad spend will go to these native ads in four years in the US alone.

via Native advertising will fail if it means “Let’s lie to the natives”.

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