The relationship between content and advertising has changed. Editors are more responsive and commercially savvy about how brands fit within the publishing ecosystem today, but it has to be done in a very sensitive manner so that the relationship between editorial and their readers isn’t tarnished.
In the new world of content, jargon is plentiful. Native advertising is the phrase on everyone’s lips in digital circles right now, but as an industry do we really understand it in all its forms? Has it simply been determined as a sub-set of the catch-all content marketing? Is it sponsored posts, branded content, in-content ad formats?
What does native mean to you?
We’re calling out to you, as an industry, to pull together and help us to define and understand native once and for all.
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