There is so much debate right now around the subject of Native Advertising: should advertisers be carving out budget for it and if so to what extent? But the degree of hype around Native is masking the fact that there is no singular definition for it. While on the one hand anything with the word 'native' in its name must mean that a degree of effort is being made to ensure that the reader experience is a more fluid and intuitive one, unless the nomenclature is clear and common across all users, measuring what works against what doesn't becomes a huge challenge.
As the market bifurcates ever more starkly between standard brand advertising and integrated content marketing, there has never been a more important time either to take a stand and clearly commit the 'Native' tag to one type of activity over another or to simply lose the tag altogether.
By Carla Faria, Director of Solutions at Say Media.
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