Native advertisements should tell compelling narratives that are tailor-made to contextualize the brand for a particular audience in a way that makes the brand personally relevant to that audience.
When discussing (editorially) native advertising we focus too much on how integrative it is instead of how relevant it is.
Let's start with the same definition of native advertising from Forrester we've used in the previous article.
Any form of paid or sponsored content that directly and transparently contributes to the experience of the site or platform where it appears, by aligning with the format, context or purpose of that site or platform’s editorial content.
Emphasis is placed on how the content aligns with and contributes to the experience of the site or platform where it appears, instead of how it aligns with the advertiser's brand and how relevant it is to the goals of the advertiser.
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Via Marty Koenig