{"id":51,"date":"2014-12-27T15:44:31","date_gmt":"2014-12-27T15:44:31","guid":{"rendered":"http:\/\/staunstrup.se\/en\/?p=51"},"modified":"2014-12-27T15:46:19","modified_gmt":"2014-12-27T15:46:19","slug":"john-oliver-got-native-advertising-wrong","status":"publish","type":"post","link":"https:\/\/staunstrup.se\/en\/content-marketing\/john-oliver-got-native-advertising-wrong\/","title":{"rendered":"How John Oliver got native advertising wrong"},"content":{"rendered":"<p><em>John Oliver\u2019s slamming of native advertising took the already heated debate to a new level. If you have not seen it you really should \u2013 it\u2019s hilarious and he makes some very good points. But sadly most of his conclusions are wrong.<\/em><!--more--><\/p>\n<p>Oliver&#8217;s take did not really advance the debate any further, since he was basically reiterating what opponents of native advertising have been saying for a long while. It\u2019s deceiving the readers, it\u2019s breaking down the barrier between \u201cchurch and state\u201d, i.e the newsroom and the business side of a media outlet. And, most importantly, Oliver\u2019s rant did not offer any solutions. Which is perfectly all right, it\u2019s not his job to solve the problems of the media industry or its advertising counterpart.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class=\"youtube-player lazyload\" width=\"640\" height=\"360\" data-src=\"https:\/\/www.youtube.com\/embed\/E_F5GxCwizc?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-load-mode=\"1\"><\/iframe><\/span><\/p>\n<p>Let\u2019s look elsewhere then. <a href=\"http:\/\/www.velocitypartners.co.uk\/our-blog\/native-advertisings-apologists-miss-the-point\/\" target=\"_blank\" rel=\"nofollow\">In a recent post Doug Kessler argues that \u201cNative advertising\u2019s apologists miss the point\u201d<\/a>. Doug takes a strong stand again native advertising, and states that those in favor of it rely on four arguments:<\/p>\n<p>\u201cNative Content is always clearly sign-posted\u201d. Doug dismisses this because the signposts are too small or non-existent. That\u2019s very true, and one thing that can actually be done to improve the quality of native advertising.<\/p>\n<p>\u201cNative Content can be just as valuable \u2013 even more valuable \u2013 than editorial.\u201d If this is true, argues Doug, why does people have to be tricked into reading it? But are they really? <a href=\"http:\/\/www.iab.net\/about_the_iab\/recent_press_releases\/press_release_archive\/press_release\/pr-072214\" target=\"_blank\" rel=\"nofollow\">In a study from IAB\/Edelman one of the key take aways is that <\/a>\u201c..users are highly receptive to in-feed sponsored content if it is relevant, authoritative and trustworthy.\u201d That\u2019s hardly the statement of someone who has been deceived.<\/p>\n<p>The counter-argument is that the content is not impartial, that it always tries to sell something. But is there really such a thing as an impartial view?<\/p>\n<p>This is very close to the third point. According to Doug those in favor of content advertising argues that \u201cEditorial always had an agenda and always sold stuff.\u201d He grudgingly admits this is true, but then dismisses it by calling it dangerous and cynical. The thing is, though, that it can\u2019t be dismissed that easily. Being biased is not something exclusive to Fox News, it is true of every media outlet in every part of the world. It\u2019s often referred to as having a take, or an angle, or a style, and will spell out a stance the outlet has towards politics, society, business etc. A media outlet can\u2019t survive without having one, neither in the newsroom nor on the business side. Both the readership and the advertisers rely on it. In this sense native advertising doesn\u2019t really change anything.<\/p>\n<p>\u201cThe reader isn\u2019t stupid: people know advertising when they see it.\u201d Again Doug asks why it has to be disguised then? And goes on to ask \u201cWon\u2019t they just get angry once they figure out that the fair and balanced story about America\u2019s energy future was bought and paid for by Chevron?\u201d, referring to a recent piece in the New York Times.The thing is, though, that newsrooms can&#8217;t cover every story, and a lot of journalists steer very clear of covering success stories from companies. But that doesn\u2019t mean that those stories don\u2019t deserve to be told. To quote the Edelman\/IAB report again: \u201cThe best in-feed sponsored content tells a story and fulfills the human need for a compelling narrative.\u201d And the best place to do that is of course in a context where people expect to find stories.<\/p>\n<p>Which brings me to an important point. The IAB\/Edelman report states that \u201cWell done sponsored content can enhance the credibility of the site and the site\u2019s credibly can enhance the perceived credibility of the in-feed sponsored content.\u201d In other words, good branded stories can actually bring an advantage to the outlet, just as they benefit the brand behind them.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/today\/post\/article\/20140808121459-5853751-three-solutions-to-john-oliver-s-rant-on-native-advertising\" target=\"_blank\">In a piece here on LinkedIn Joe Pulizzi suggested three solutions to the problems of native advertising<\/a>; 1. Fix the editorial process, e.g have the content approved by the editorial staff while brands stopped submitting appaling content. 2. Fix the business model \u2013 by not relying solely on ad revenue. 3. Brands developing \u201crent-to-own\u201d strategies, i.e purchasing ad space on media outlets and directing them to their own media platforms. I would really like to hear Joe develop the last one, which looks like a very interesting model.<\/p>\n<p>To me, the key point in Joe\u2019s piece is the second. Because we would not have this interest in native advertising unless it solved some very real problems &#8211; Media outlets can\u2019t rely on traditional revenue streams, brands are getting less and less out of traditional advertising and the general public are increasingly unwilling to pay for their media consumption. But \u201cnearly 9 in 10 (86%) consumers feel that online advertising is necessary to receive free content online\u201d and \u201cadditionally, 60% of consumers are more open to online ads that tell a story than ones that simply sell a product.\u201d (Edelman\/IAB).<\/p>\n<p>As far as brands are concerned native advertising also makes it easier to achieve convergence between owned and bought media, and to some degree earned media, which is increasingly important. In fact, it is probably one of the key considerations, and I am surprised that it is not mentioned more often in the native advertising debate.<\/p>\n<p>One final point. In his piece John Oliver paints a picture of perfect, unbiased media outlets that serve objective journalism at all times and now are being sullied by evil marketers or their own business departments. It was never thus. And what brought on native advertising was our own media consumption and how it has changed in recent years. <a href=\"http:\/\/darmano.typepad.com\/logic_emotion\/2014\/05\/native.html\" target=\"_blank\" rel=\"nofollow\">David Armano has a great take on this.<\/a> Seth Godin once said that content marketing was the only kind of marketing left. To paraphrase that, maybe native advertising is the only kind of advertising that\u2019s left.<\/p>\n<p><em>This was originally posted on LinkedIn in July, 2014<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>John Oliver\u2019s slamming of native advertising took the already heated debate to a new level. If you have not seen it you really should \u2013 it\u2019s hilarious and he makes some very good points. But sadly most of his conclusions are wrong.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3,39],"tags":[4,42,41,40],"class_list":["post-51","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-native-advertsing","tag-content-marketing","tag-debate","tag-john-oliver","tag-native-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How John Oliver got native advertising wrong<\/title>\n<meta name=\"description\" content=\"John Oliver&#039;s take on native advertising is hilarious, but he gets most of it wrong. 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