Advertising has always been a troubled industry, constantly fighting its demons. For a good part of the 20th century, it’s been questioning the morality of helping to sell bad things – a theme so brilliantly explored throughout the Mad Men series.
Recently, it appears, it’s been facing a new demon. And a new moral dilemma – the one of relevance and credibility.
Separation of church and state
In the past few years, “native advertising” has been one of the most talked-about buzz phrases in the industry. While much of the most fervent hype around it has died down, the idea behind it is far from dead. And it’s not a new idea either. In fact, the very first forms of native ads looked very much like this article.Commercial messages, carried by various forms of media, have always been deemed less relevant – even undesirable – to audiences. One way of tackling this challenge is to make ads appear more relevant by making them look like editorial content. The other is to make them more desirable by creating great content.
Needless to say, media have never liked the former. Clear separation of editorial and advertising content has always been one of the core policies of any respectable publication. But as they struggle to attract advertising revenue, they have reluctantly embraced it.
Matevz Klanjsek, co-founder, Celtra
Read the full article: Cannes Perspectives: This article is a native ad