1. DISRUPTION:NATIVEADVERTISING#MED1221

2. OVERVIEWOnline marketing: origins and experimentsDisplay advertisingBig businessNative advertising2 3. GARY THUERK3 4. MILLION DOLLARHOMEPAGE4 5. DISPLAYADVERTISING5 6. DISPLAYADVERTISING text, logos, animations, videos, photographs, other graphics6 7. TARGETEDADVERTISING Cookies7 8. TARGETEDADVERTISING Cookies Behavioural advertising Contextual advertising Site scan for keywords Semantic advertising Site scan for overallmeaning8 9. TARGETEDADVERTISING Cookies Behavioural advertising Contextual advertising Site scan forkeywords Semantic advertising Site scan for overallmeaning Eg polo9 10. TARGETEDADVERTISING Cookies Behavioural advertising Contextual advertising Site scan for keywords Semantic advertising Site scan for overallmeaning Americans not fans oftargeted ads Pew 201210 11. TARGETEDADVERTISING Cookies Behavioural advertising Contextual advertising Site scan for keywords Semantic advertising Site scan for overall meaning Geotargeting11 12. AD TYPES Banner ads Pop ups/unders Overlay ads12 13. AD TYPES Banner ads Pop ups/unders Overlay ads Expanding ads Trick banners Interstitials Text ads13 14. BIG BUSINESS2012 report by PWCInternet ad revenue surpassed US cableTV14 15. BIG BUSINESS15 16. BIG BUSINESS2012 report by PWCInternet ad revenue surpassed US cableTVNearly surpassed terrestrial TV revenue15% increase on 2011Worth $36.6 billionMobile ads up by 111%16 17. BIG BUSINESS17 18. 18 19. 19 20. 20 21. 21 22. January 2013Posted advertorial forScientologyBacklashAd pulled22THE ATLANTIC 23. January 2013Posted advertorial forScientologyBacklashAd pulledMemes23THE ATLANTIC 24. "We screwed up. It shouldn't havetaken a wave of constructive criticism but it has to alert us that we'vemade a mistake, possibly severalmistakes. We now realize that as weexplored new forms of digitaladvertising, we failed to update thepolicies that must govern thedecisions we make along the way.- link24THE ATLANTIC 25. THE ATLANTICeven as we agree that the Atlantic screwed up, we should givesome thought to what we mean in this emerging digital culturewhen we talk about something we call a fundamental tenet of thecraft of journalism: independence- Dan Gillmor, 2013, theguardian.com25 26. THE ATLANTICwhat do news organizations and other media businesses do, ifnot offer their pages (or broadcast programs, etc) to variousbidders? We all know what an ad looks like in a newspaper or onTV: a separate element distinguishable from the editorial content,or supposedly so. It's not always so easy.We're learning that if we see a consumer product in a movie or TVshow, it's overwhelmingly likely that money or favors changedhands to get it in front of us- Dan Gillmor, 2013, theguardian.com26 27. 27 28. 28 29. 29 30. NATIVE VS EDITORIALStaffers may have to live with this newreality and get used to writing aboutthings that are not really news, like "15Things You Didn't Know About 15Captains, Commanders AndConquerors," sponsored by CaptainMorgan. Seriously, these are actualstories.- Richard Tso (2013)30 31. ULTIMATELYNative advertising is a more insidious encroachment intoconsumer media content than any prior form of advertising.Billions of banner ad impressions may annoy readers, but theydon't misdirect users by disguising the source of the message --and this is exactly what native does. If publishers and marketersaren't careful, they are going to poison the well of digital adcommunications by breaking consumer trust.- Ben Kunz, VP of strategic planning at media agencyMediassociates31 32. QUESTIONS TOCONSIDER1. Can native advertising work in a complimentary manner totraditional content production?2. Does this compromise the separation of church and state?3. Are publishers running the risk of compromising theirindependence by allowing third parties to publish specificmessages on their platform?4. Is it manipulative, and if so, can we trust platform holdersand publishers any longer?5. Or is it blatantly obvious when native advertising is beingemployed? If this is the case, then why are so manypublishers wary?6. As NA becomes more sophisticated, what steps shouldpublishers take to highlight its inclusion?7. How effective can AdBlock be in lieu of NA?32 33. SOME EXAMPLESBuzzfeed & Mini (2013)Buzzfeed & JetBlue Getaways (2012)New York Times and Netflix (2014)New York Times & Dell (2014)The Atlantic & IBM (2014)Gawker & King of the Nerds (2013) BAD!33