Native Advertising: Friend or Foe?

This is an excerpt. Read the full interview on AdExchanger.

Sacha Xavier, Neo@Ogilvy Media & Innovation Director, regularly contributes to AdExchanger’s “Data-Driven Thinking” series. Her latest column is about whether native advertising is a help or all hype.

It’s funny that they call it native advertising because it is anything but indigenous.

Native advertising can be described as ads disguised as content. It is usually designed in the same style and look as the articles you are reading. In reality, it is a brilliant tactic that consumers and marketers agree is more aesthetically pleasing and relevant to readers than banner ads. For the past two years, they’ve been welcomed with gusto by advertisers, such as myself.

But as with nearly all successful online advertising tactics, there is a dark secret ruining the integrity of some native partners.

This is an excerpt. Read the full interview on AdExchanger.

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