‘Does native advertising face a $3 billion question?’ – ‘The Forrester Blog’
The latest article on ‘The Forrester Blog’ is titled “Does native advertising face a $3 billion question?”.
Ryan Skinner says, “In 1973, the Wall Street Journal quoted a professor: “Academic politics is the most vicious…because the stakes are so low.” Thereafter, the idea (that the intensity of a dispute is inversely proportional to its stakes) was named after the professor: Sayre’s Law.
Sayre’s law applies very well to native advertising. According to Forrester data, digital advertising dollars are today some 20% of traditional advertising dollars. Of those scarce digital ad dollars, something far less than 10% goes to anything that could be characterized as native advertising.
Perhaps that’s why the dispute has been so vitriolic (at least, by advertising’s standards)“.
Comments are closed.
