Going Native: advertising beyond boxes and banners

In the week that it is revealed that majority of click-throughs on Facebook are by bots, an interesting article by Dan Greenberg, of Sharethrough, the ‘native video advertising company’, in which he argues that internet advertising needs to go beyond the ‘boxes and banners’ economy, and become native ie promote banded content in ways that don’t distract the reader, and ideally, are entertaining ie through sponsored videos, photos, articles, trends, music…

http://adage.com/article/digitalnext/future-belongs-native-ads-agency-ready/236481/

One caveat: won’t the reader just shift the goalposts ie he/she may click on these branded videos etc, but will still prefer non-branded content and will refine their sensitivity to content that has a whiff of ‘paid for’.

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