Native ads: New name for retro marketing
Native ads have been the rage for a while. Basically joining advertising and content marketing it's touted as, to channel Tom Wolf, this week's marketing tool of the century. But, wait for it, in reality it's just an oldie (but a goodie).
The traditional magazine world developed many of today's digital marketing techniques. Content marketing itself was born out of customer magazines, still an important part of any brand content strategy. Ironically, it's digital that's successfully copying magazines today, not magazines implementing successful digital strategies.
Native ads are what used to be called advertorials in magazines. Most magazines refrain from using this crass term and opt for the "sponsorships" or "promotions" euphemisms. But in reality it's what it says on the pack: Advertising dressed up as editorial. This is exactly what native ads are: Digital advertising dressed up as digital editorial.