Native advertising- PR’s greatest nemesis
According to Wikipedia, Native advertising is a type of advertising, usually online but feasibly elsewhere, that matches the form and function of the platform upon which it appears. It means that the product is advertised in a way that follows the style and form of the platform so it feels less like commercial, and more like something natural (native), written by platforms’s editorial staff.
Netflix and The New York Times strike together
Native advertisement became a thing when The New York Times published an article about life in female prisons. Below the article was a disclaimer stating that „The news and editorial staffs of the New York Times had no role in its preparation“. The peace was sponsored by Netflix to promote their new show Orange is the new black. It was written in NYT style and it didn’t mention Netflix, but it did manage to steer the audience towards the show by making them aware of the prisons and conditions in them.
A tasteful recommendation
The captivating thing about native adverts is that they don’t stand out from the rest of the content. The readers think of it as editorial content even though it’s clearly stated that it in fact isn’t. Also the content itself is not self- serving or promotional. It just steers the attention of the consumer towards the problem or a topic. Consumer feels as if it’s his or her call to buy or not to buy a product. It’s like a tasteful recommendation from an old acquaintance.
The native advertisement industry generated 2.3 billion dollars profit in 2013., and it’s growing stronger and stronger every year, so the question is will PR adapt to the new surroundings or become a thing of the past?