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Why John Oliver is wrong about native advertising
Strategy Online ^
| 8/18/14
| Scott Ensign
Posted on 08/19/2014 6:40:25 AM PDT by ensignsj
Comedian John Oliver recently took an admittedly pretty funny shot at the concept of native advertising. His basic point was that the blurring lines between objective content and marketing pieces threatens journalistic integrity and consumer trust in the media. Now, I find Oliver to be a funny and talented guy, and hes done some spot-on stuff (particularly his most famous piece on net neutrality). However, on this topic, hes really off-base.
Native advertising is everywhere, and all signs point to it becoming even more ubiquitous, particularly as news outlets try to come up with meaningful business models for their online properties. Oliver evidently thinks this is a bad thing; I disagree. Done right, I think native advertising can solve the problem of funding good journalism in the digital age, while actually creating meaningful consumer connections and building (as opposed to eroding) trust.
(Excerpt) Read more at strategyonline.ca ...
TOPICS: Business/Economy; Computers/Internet; Humor
KEYWORDS: bigmedia; corporateshills; johnoliver; media; monopoly; nativeadvertising; nondisclosure; payola; profitmotive; propaganda; vestedinterests
Native ad formats are not inherently bad or subversive. In fact, they have the potential to fund really good journalism into the future.
1
posted on
08/19/2014 6:40:25 AM PDT
by
ensignsj
To: ensignsj
consumer trust in the media Er, what's that?
2
posted on
08/19/2014 6:45:18 AM PDT
by
relictele
(Principiis obsta & Finem respice - Resist The Beginnings & Consider The Ends)
To: ensignsj
3
posted on
08/19/2014 6:47:08 AM PDT
by
Liberty Valance
(Keep a simple manner for a happy life :o)
To: ensignsj
Its the print equivalent of an infomercial. Who gives a s__t? Anyone who worries about the integrity of journalism, as if it is objective to begin with, is themselves a joke. Journalism has no integrity.
4
posted on
08/19/2014 6:49:23 AM PDT
by
Opinionated Blowhard
("When the people find they can vote themselves money, that will herald the end of the republic.")
To: ensignsj
If natives want to advertise, let them.
To: Larry Lucido
6
posted on
08/19/2014 6:54:53 AM PDT
by
MeshugeMikey
( "Never, never, never give up". Winston Churchill ...)
To: ensignsj
And I thought this was about the billboards off I-40 through the Navajo Reservation.
To: ensignsj
8
posted on
08/19/2014 6:59:02 AM PDT
by
Dr. Sivana
("If you're litigating against nuns, you've probably done something wrong."-Ted Cruz)
To: Larry Lucido
Fighting terrorism since1492!
9
posted on
08/19/2014 7:01:34 AM PDT
by
Dr. Ursus
To: ensignsj
Is "native advertising" the new term for "product placement?"
10
posted on
08/19/2014 7:02:31 AM PDT
by
E. Pluribus Unum
("The man who damns money obtained it dishonorably; the man who respects it earned it." --Ayn Rand)
To: ensignsj
There’s a reason advertisers pay more for native advertising, and that is because the advertising and content are blurred, generally with a self-serving aspect to the content.
In the “free Internet” world, people will likely put up with it, but there’s no reason to pretend it doesn’t have an ulterior motive—and method.
To: E. Pluribus Unum
Definitely in the same family.
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13
posted on
08/19/2014 7:09:19 AM PDT
by
DJ MacWoW
(The Fed Gov is not one ring to rule them all)
To: ensignsj
If native ads aren't trying to be sneaky, fool-the-reader tools, then why are they mimicking the real thing? They make me hate both sides (advertiser and content provider) for trying to get one over on me. What happened to using creativity to create a memorable and compelling ad? Oh yeah, the same thing that happened to journalistic integrity.
14
posted on
08/19/2014 7:19:07 AM PDT
by
Shugee
To: Shugee; GeronL
Paid political messages in films and television programs should be disclosed at the opening of the program.
The Left is buying messaging in tv shows like Mad Men.
The White House is buying pro-Obamacare scripting into fictional dramas.
The public deserves the exposure of such paid product placements.
Same with the ads for delivery services embedded in films like Addams Family.
And ABC News should preface their plugs for Disney movies that they are OWNED by Disney.
15
posted on
08/19/2014 9:22:58 AM PDT
by
a fool in paradise
(ISIS has started up a slave trade in Iraq. Mission accomplshed, Barack, Mission accomplished.)
To: a fool in paradise
I noticed in a few of the Korean shows I watch that they list any product placement and stuff, which are allowed but limited. Such as the characters always having drinks or lunch at the sponsoring restaurant and things.
Once or twice a show got in trouble and had to put up an apology on screen at the start of a show for a good 10-20 seconds.
16
posted on
08/19/2014 9:56:50 AM PDT
by
GeronL
(Vote for Conservatives not for Republicans)
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