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Transcript
Blurred Lines: The New World of Native Advertising Jeffrey A. Greenbaum May 2015 What is Native Advertising? Native Advertising - Examples • Ads in the social media news feed • Sponsored search and listings • Sponsored “editorial” content in physical and online publications (e.g., Huffington Post, BuzzFeed, etc.) • Widgets (e.g., Outbrain) • Sponsored programming (broadcast, online, etc.) • Brand integration (e.g., “Coors Cold Hard Facts” on ESPN) • Brand-financed feature films “It’s when a piece of ostensibly normal content is stamped with tiny disclaimers . . . and then contains messages that are often clear endorsements” -- John Oliver, “Last Week Tonight” What's the Big Deal? 70% of people want to learn about products through content rather than advertising People view native ads 53% more than banner ads same amount of time is spent The reading editorial content as native advertising Billions of dollars are being spent on native advertising and it’s increasing every year What’s the Problem? It’s probably still “advertising” So, the same rules apply “messages, means, and motives” Consumers have a right to know that it’s advertising It’s all about transparency “disclosure of material connection” Disclosures must be clear and conspicuous They’re judged by their performance Should you just call everything advertising? Or does that create other problems? Projects may require more than you can give (or get) But who is responsible? What about ownership and ongoing usage? It's up for negotiation Advertiser Creative Agency Media Media Agency Producer What about the reaction? It’s not just about legal Thank you! Jeffrey A. Greenbaum (212) 826-5525 [email protected] This outline is presented in summary form and is not comprehensive or intended to address every situation. This outline is also not legal advice. Please consult your attorney for legal advice.
