Ryan Skinner says, “In the context of writing a report on the native advertising technology landscape, I was looking at many publishers’ native advertising products when it occurred to me:

Nobody uses the same damn name for native ads, no one calls it ‘advertising’, and almost no one calls it ‘native’.

Here’s a word cloud of all the names used for native advertising products by 20 leading publishing houses .

Not a single name for this product was repeated publisher to publisher.

Let me repeat that:

Not a single name for this product was repeated publisher to publisher.

Now, I get branding. Ford’s not going to name their new car Chevy. But this isn’t branding. Chevy and Ford can both agree that the Mustang and the Camaro are, in fact, cars. Ford doesn’t call its cars Frisbees, and Chevy doesn’t call them PersonTransporters, and think they’re competing in wildly different markets”.

Just Don’t Call It Native Advertising

Forrester


You May Also Like These Topics...

Gartner Marketing Symposium/Xpo™ 2023, May 22-24

Gartner is hosting the  ‘Gartner Marketing Symposium/Xpo™ 2023’ conference on May 22-24, 2023. This year’s theme is ‘Marketing’s New Directive: Reprioritize, Rethink, Realign’. The Gartner team says, “Gartner Marketing Symposium/Xpo 2023 offers attendees the opportunity to advance their thinking as strategic leaders, and bring their marketing vision to life with the best mix of insight and […]

Sharing is caring

Expert SEO & Google Algorithm Predictions For 2023, December 14 [Webinar]

2022 has been a whirlwind of a year for the SEO industry, and there’s no sign of slowing down. This year alone, Google dropped eight confirmed and several unconfirmed updates – leaving many businesses scrambling to keep up. Search Engine Journal is hosting a webinar ‘Expert SEO & Google Algorithm Predictions For 2023’ on Wednesday, […]

Sharing is caring

Top Mobile Trends for 2023: The Marketer’s Guide to the New App Economy, December 6 [Webinar]

Recent disruptions in mobile app technology have changed how money is moving across mobile media. For example, Meta is no longer the single dominant force in social, as TikTok eclipses Facebook and Instagram. Adweek is hosting a webinar ‘Top Mobile Trends for 2023: The Marketer’s Guide to the New App Economy’ on Tuesday, December 6, […]

Sharing is caring

Mobile Trends: What to Expect in 2023, December 8 [Webinar]

Smartphones in 2023 will play an even bigger role in connecting devices and customer experiences. But mobile marketers and advertisers need new strategies to succeed in a world with increasingly constrained access to customer data. eMarketer is hosting a webinar ‘Mobile Trends: What to Expect in 2023’ on Thursday, December 8, 2022, at 2.00 pm […]

Sharing is caring
Sharing is caring