Razlan Manjaji is the senior business manager at South China Morning Post (SCMP) and heads up Education Post, the online education media arm of SCMP.
You can connect him on Google+
Native advertising is both exciting and a slippery slope for publishers. Increasingly there has been discussion on how this will impact the trust contract a publisher has built with its reader, if native advertising - such as article, video, slideshow, microsite - is introduce into the editorial mix, blurring the line between church and state.
Though the debate is raging, as a publisher - as well as an advertiser – one must always respect the readers. They must be informed if they are indeed looking at a piece of advertisement, and not organic content. The most basic thing you can do is to ensure your piece of native advertising is clearly labeled.
In an ideal world, where everyone plays by the rule, labels such as “Sponsored Content” or “Advertorial” are presented in a clear, obvious way to ensure the reader know the kind of content they are reading. It is easy to be vague about this and hence “tricked” the readers into believing that the piece of ad they are looking at is part of the natural mix of content they usually consume.
Let’s take a look at a couple of example, shall we? Consider the following:
All that was shown on this Facebook ad unit is a tiny, grey text “Sponsored” at the lower left corner, which might be easy to overlook. Those in the know will immediately identify this as an ad unit, but most people are not. It is the responsibility for the publisher – in this case, Facebook – to be clearer with such labels.
Now consider this:
Forbes, probably the most outspoken advocate of native advertising, took such labeling in a very different, if still indirect way. Instead of plain, direct label, they opted for a phrase of marketing speak: “connecting marketers to the Forbes audience”. Now put yourself in the shoe of an average reader. Would they know what a marketer is? What’s “BrandVoice”? Would they think of themselves as Forbes… audience, reader, user, member? The effectiveness of this label is clearly debatable. Granted, Forbes has included a “What is this” link which leads to a page explaining the native advertising programme. That goes in some way to inform the reader, but only if the reader know where and what to look for.
Now, consider how we do it on Education Post:
Across all our platforms – website, mobile, email newsletters – we clearly label our advertiser’s content. When a piece of advertorial is placed in-stream of our normal mix of content, the orange label “Sponsored Feature” will clearly tell the user that this is a piece of content from our sponsor. The label also appears on the advertorial page itself.
We trust that even for the average reader it is easy for them to realize this is a piece of advertisement.
So what is the exact right way to label your native ad? Unfortunately, no one can answer that for you. Though various advertising regulation bodies are now attempting to define native advertising and its associated metrics, it is up to you, the publisher/advertisers, to decide in what way you want to respect, or violate, the trust you have with your readers.
The first thing you can do is simple – label your (native ad). Clearly. In no vague terms. Your readers will respect you for that.