News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Steve Smith / MediaPost / September 3, 2013
“Native advertising” enjoys the benefit of being a publishing craze without a definition. For some, the purest form (and I use that term advisedly) makes promotional content look and feel so much like the formal editorial around it that consumers experience it (or perhaps are tricked into thinking) it is just another article. In a series of excellent editorials, our own Bob Garfield has been arguing aggressively that so-called “native” advertising or “sponsored content” really operates by subterfuge: the expectation that readers will in fact conflate editorial with promotionalRead More
Vince Giorgi / Hanley Wood Marketing / May 10, 2013
I’m not as worked up about the spectre of native advertising as some other people in marketing and media seem to be.
Maybe I’m suffering a mild case of cognitive frostbite after an extraordinarily long winter up here on the frozen tundra.
Or maybe I’m simply not recognizing or appreciating all the potential dilemmas native advertising presents.
But I’m just not overly concerned that various forms of “sponsored,” “advertorial” or — to put it simply — “paid” content might find their way into, or around the edges of, content streams producedRead More
Peter Minnium / iab / April 3, 2013
I am not a native advertising expert, but I am an ad pro—and I know bad advertising when I see it. Just because an ad is designed specially to fit on a digital content page, I am not giving it a pass on quality. The truth is that most all so-called “native advertising” is crap. To be fair, most all advertising is quality-challenged, including offline and on. This is the main problem we should all be working to address.
Lucia Moses / AdWeek / January 8, 2013
Publishers, clients pose a threat to creative shops
When Capital One set out to endear itself with entrepreneurs, it enlisted Forbes to create blog posts on its behalf about cybercrime and other scourges of small business. Likewise, UPS entrusted Fast Company to create custom infographics that ran on the business brand’s site. In both cases, it was the publishers, not these brands’ creative agencies, who did the heavy lifting. In fact, that dynamic is becoming more common as native ads grow in popularity.Read More