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The problem with that, and "native" advertising in general is that it's a form of affiliate marketing, where the brand has little to no control over how obnoxio

by gergo_v 12y ago

The problem with that, and "native" advertising in general is that it's a form of affiliate marketing, where the brand has little to no control over how obnoxious and spammed the delivery will be. Not to mention the fact that brand advertisers are really picky on where they are being promoted. They're dipping their toes in real time bidding platforms, but that's a whole different beast to tackle.

pdkl95 12y ago
While non-disclosed "native" advertising is dangerously close to "fraud" and is only going to hurt brands in the long run, properly disclosed "sponsors" or "affiliates" can be one of the best forms of advertising. It takes a skilled marketer and there is always risk, but the potential are also large. If I already watch somebody like the professional chef, their opinions of various related brands (such as flour) may also be valuable. I don't have to like their opinion - they just have to have a consistent-enough history[1]. IN the case of the chef mentioning a particular brand of flour, the fact that the chef agreed to advertise for that brand (the risk goes both ways[2]) can act as a filter or heuristic. I don't think this is the kind of relationship that can be easily automated. A "real time bidding platform" misses the benefits entirely - if there is filter-effect, you are left with only the annoying (and brand-damaging) parts. [1] ( https://www.youtube.com/watch?v=Mm-3GJsr8Xw https://www.youtube.com/watch?v=Mm-3GJsr8Xw ) TotalBiscuit gave a great monologue on this subject somewhat recently. While he focuses on video game reviews (vs "demos", vs "personal opinions/editorials"), the ideas presented apply generally. (the video track in this link can be safely ignored) [2] In addition to the business risking a bad delivery, the chef risks his own reputation (and audience) if that brand of flower ends up being hated. If the audience starts to see the chef a merely a shill for various brands, the audience can suddenly turn against everybody involved. edit: fixed the URL - apparently TotalBiscuit now has more than one video about review/marketing/etc.

by gergo_v 12y ago

pdkl95 12y ago

While non-disclosed "native" advertising is dangerously close to "fraud" and is only going to hurt brands in the long run, properly disclosed "sponsors" or "affiliates" can be one of the best forms of advertising. It takes a skilled marketer and there is always risk, but the potential are also large. If I already watch somebody like the professional chef, their opinions of various related brands (such as flour) may also be valuable. I don't have to like their opinion - they just have to have a consistent-enough history[1]. IN the case of the chef mentioning a particular brand of flour, the fact that the chef agreed to advertise for that brand (the risk goes both ways[2]) can act as a filter or heuristic. I don't think this is the kind of relationship that can be easily automated. A "real time bidding platform" misses the benefits entirely - if there is filter-effect, you are left with only the annoying (and brand-damaging) parts. [1] ( https://www.youtube.com/watch?v=Mm-3GJsr8Xw https://www.youtube.com/watch?v=Mm-3GJsr8Xw ) TotalBiscuit gave a great monologue on this subject somewhat recently. While he focuses on video game reviews (vs "demos", vs "personal opinions/editorials"), the ideas presented apply generally. (the video track in this link can be safely ignored) [2] In addition to the business risking a bad delivery, the chef risks his own reputation (and audience) if that brand of flower ends up being hated. If the audience starts to see the chef a merely a shill for various brands, the audience can suddenly turn against everybody involved. edit: fixed the URL - apparently TotalBiscuit now has more than one video about review/marketing/etc.