Negative
take on “native advertising” from a purely advertiser-focused viewpoint.
The author’s basic argument is that native advertising is essentially by definition
unlikely to generate positive brand attention, because who the sponsor is will
be forgettable. Query whether the “mere exposure” effect could help here—it
might depend on whether the content is only related
to the sponsor or the concerns of the sponsor’s target audience, or whether the
sponsor is more thoroughly embedded: product placement for journalism. In the
former case, I find the argument persuasive, but less so for the (ethically
more questionable) latter situation where the brand is front and center.
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