Native advertising offers advertisers the opportunity to have their key messaging and content featured within an online publication. Many people within the media may feel uncomfortable about the sponsored content, but with newspapers desperate for new form of revenue, this type of advertorial gives the kind of amplification that a traditional news releases often cannot guarantee. The Globe and Mail is late to the game, but it took time to figure out the best possible solution that wouldn’t compromise its journalistic integrity.
“The content is not editorial content, it is advertiser content. It will be produced outside of The Globe (not by Globe journalists), in consultation with the advertiser. The pilot program will be overseen by the custom content managers within The Globe’s advertising department.
There is increasing demand from advertisers to showcase contextually relevant content within the editorial environment, which has led to the rise of native advertising across the media industry. The New York Times, Forbes, Buzzfeed, The Economist and Washington Post are just a few who already incorporate native ads. The Globe, too, is continually adapting our ad products for both readers and advertisers.”
The Globe and Mail is testing out Native advertising because the game has changed. No one just wants ad space like a banner ad without knowing their ad is likely to be clicked on. Advertisers want their paid content to have contextually relevant placement, much like how we want our names appearing in search engines under specific keyword mentions. To have a separate group of writers producing Native ads shows the clear separation between church and state.
To me, Native ads seem viable, but it could be lead to a lazy approach in media relations. I prefer working with reporters and editors to get the story covered. Still, to have guaranteed placement and defined metrics makes reporting outcomes that much easier in a time and budget crunched world.
Image source: The Globe and Mail