We recently checked in with Editor Rob O’Regan of eMediaVitals so he could share with us some insights about the session he is leading at the Niche Digital Conference this fall–Native Advertising: Beyond Banners!
Native advertising is an increasingly popular countermeasure to the banner blindness that plagues so many websites – but what is it, really? Is it just a passing catch-phrase that will be become old news soon, like a George Clooney girlfriend?
Nope. It’s here to stay and niche publications have to figure out how best to find the right balance for their audience.
Native advertising can take many forms, including sponsored editorial, pay-to-play blogging and microsites. Advertisers love the format because it ties them closer to the publisher’s brand; Publishers love the premium prices they can charge for native ad programs.
But there are plenty of risks as well – including the erosion of the church/state divide. Rob shares his thoughts with us about how to walk the tightrope successfully. [Read more…]