This article originally appeared on AllThingsD on April 19, 2013.
If you ask 10 marketers for a definition of “native advertising,” you are likely to get 10 different answers. While the concept is as old as advertising itself, what’s old is new again online and it seems everyone is rushing to redefine what it means to be native. As the river of venture capital dollars increasingly flows toward this buzzy new category, marketing platforms of all shapes and sizes are reaching out hoping to claim their seat on the raft. In many ways, the weeding-out process has already begun, and we’re seeing the offerings that facilitate real reader engagement rise to the top. Still, it’s worth looking at what makes them successful, and, ultimately, what it really takes to be native.
Our friends at Solve Media wrote a thoughtful white paper on this topic, and I’ve combined some of their thinking with my own ideas in order to come up with a holistic definition of native advertising. Here are the five criteria any true native ad should meet:
- Non interruptive — Doesn’t interrupt the user flow and fits seamlessly into the experience (more…)