Native Advertising - is it ethical?
Native advertising is a big craze these days. A lot of people want to know what Native ads are – and how they can make money off them. Native ads: Explained Native ads aren’t anything new, by the way
Published on: Mar 3, 2016
Transcripts - Native Advertising - is it ethical?
The Ethics Question
Pradeep Rajadas. Talk at LIBA.
Traditional Advertising is intrusive: The ad
stands out from the rest of the content on
Native Advertising matches the content of
the page in form and function
The concept is not new and has been
around in the form of Advertorial content
1900’s Ford and the hobbyist car races
The History Of Native
Long Form Ads
Ads are ugly: They stick out of the
People have an aversion to ads;
Most people ignore advertising
completely. It’s like its invisible to
People don’t want to be sold to.
There is a tradition of avoiding
Why Native Advertising?
70% of social media advertising is
native by default.
Promoted Tweets on Twitter.
Sponsored Stories on Facebook
Video ads on YouTube.
Social Media and Native
Good Content = More Page
Views = More Revenie
Bad Content = Less
Page Views = Less Revenue
Where does Advertorial Content fit
The Content Equation
In the movies you watch – actors use
products/services that are intentionally placed
there. There is a charge to place these ads.
The same applies to Sitcoms.
What about recommending products that are
genuinely “liked” by the “characters” on
screen. Who loves Orange Soda?
Native Advertising is
Should we allow Native
Advertising at all?
Publishers that publish native ads
without the “Sponsored” indicator.
There needs to be a certain level of
The Ethics Question
Facebook has one of the best approaches
to Native Advertising.
Right Hand Side Ads are obviously Ads.
But they have tweaks that help them
blend with the content.
In-stream Ads look like regular content –
but they have symbols that indicate that
they are sponsored – to the discerning
Facebook Pages themselves are part of
the Facebook User Experience – but they
are actually ads.
The Facebook Approach
The Hybrid approach to Advertising.
If you’d like to sell a product, then there’s
banner space for that. You can design the ad in
such a manner that will not detract from the
If you’d like to engage with customers, then
there’s an area for that as well, but the
guidelines to conform to the user experience
will be stricter.
This has been a Native
Ad for Native
Advertising; as seen at
Don’t get too native