If Your’e Going To Make Up Terms, Make Them Make Sense

“Native advertising refers to a specific mode of monetization that aims to augment user experience by providing value through relevant content delivered in-stream.”

That’s how Solve Media describes the latest buzz word to emerge unchecked from the depths of the marketers’ group mind.

Solve Media Infographic

Of course, there is a full menu of definitions to choose from. But none of them make sense to me. Not even this one from Friend of AdPulp and leader of Deep Focus, Ian Schaefer:

Advertising that takes advantage of a platform in the ways consumers are actually using it.

Advertising is not native. Hence, the phrase “Native Advertising” is a contradiction in terms.

Is it a better choice of words than “Content Marketing” or “Brand Storytelling”? No. It’s not. But quality has never really been Adlandia’s thing, has it?

Previously on AdPulp: “Native Advertising” Is Advertising That Fits The Media Vessel Better? #IDK

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.