Native and branded content have been around from the early days of
radio and television. But now, in the digital age, these forms of
messaging are undergoing an evolution that better adapts them to the
sensibilities and behaviors of today’s consumers.The recent Advertising Research Foundation’s (ARF) NativexScience conference revealed lessons from native advertising and branded content, and the value that television brings to the equation.
Native and Branded Are Different Advertising Forms
Although the two terms are sometimes used interchangeably, native and
branded content are actually quite different. According to Marc Rappin,
chief marketing officer at the ARF, native advertising is a paid
experience that looks like content. Because it is essentially
assimilated into the design of the publisher, it is considered a more
seamless experience for the viewer. It is not necessarily used for
distribution purposes.Branded content, on the other hand, is sponsored by the brand for general distribution purposes. The differences are subtle but important.
More Spending and a Move Into Programmatic
What is similar between the two forms of advertising is that they are becoming a bigger slice of the ad spending pie.....Read the full article on the Videa blog.
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