jump to navigation

The debatable ethics about “native advertising” April 3, 2013

Posted by rmshepard in Uncategorized.
Tags: , ,

In the online world, “native advertising” is getting to be quite the big deal. In essence, native advertising means meshing branded messages into certain forms of media. This might include posting article-ads on news cites, funny video ads on humor sites, or Twitter and Facebook update ads. As Terry Thornton of PBS’s MediaShift summarized, “Instead of interrupting the flow like a typical TV commercial, pre-roll, pop-up or print ad, it blends into its surroundings and, in theory at least, offers the reader/viewer/listener something interesting.” The overall spending on these ads is growing quickly, Thornton added, growing faster than spending on all kinds of ads except viral videos.

Native advertising as a new trend is getting more popular, but more controversial especially among journalists. The main concern is that consumers of news and entertainment will have trouble distinguishing between advertising and content. While the thought seems ludicrous to advertisers, even many journalists say that they’ve been tricked by native ads.

For more on native advertising, see the following discussion from Mashable’s Media Summit:

Discussion Questions:

1.  What is native advertising?

2.  What kinds of native advertising have you seen?

3.  Why is native advertising so controversial?

4.  Is native advertising unethical? Why, or why not?



No comments yet — be the first.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: