The FTC recently took up the native advertising discussion in a workshop called "Blurred Lines: Advertising or Content," due to fears that consumers will not be able to tell the difference between unbiased content and paid content. Publishers in fighting back claimed that they do disclose sponsored content and that, if there was deception, they would lose audience. They claim that it is incumbent upon them to operate in a trustworthy manner.
What if the content was presented in such a way that it mixed with the site but was obviously an ad? So the presentation of the paid content is clearly unique from the "unbiased" content curated by the publisher.
Take a look at this example: http://goo.gl/HfHBmD
The message is delivered via video. The FTC's discussion is surrounding text and opinion pieces. The point is to get ideas flowing on how to present text in a way that is different from the way unpaid content is presented but also integrated with the premium content of the site. At the end of the day advertisers want to marry their messaging with the premium content they are sponsoring.
To think that consumers don't buy magazines or go to web sites as much for the advertisements as the content is a mistake. Fashion magazines and sites are built around delivering elegant brand advertising and consumers flock to those content sites to learn about what brands and styles they should be buying. The same thing with technical publications, health sites, etc. Consumers want to know what products are available to them and advertising is an information source.
Media companies and advertisers should be proud of the service they provide to their audience and not be afraid to be bold in the way they present it.
Eric Low
Business Development, Advertiser Solutions
Email: eric@checkm8.com
Phone: 212.268.2948
Twitter: @EricLow
LinkedIn: www.linkedin.com/in/elow228
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