Transcript fkks_nativeadvertising

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.