Video hangout to discuss the pros and cons of native advertising

Mumbrella held a video hangout this afternoon discussing the issue of native advertising, and whether it is the saviour of publishers or a threat to editorial integrity.

Native advertising is the practice of taking advertiser-sponsored content around topic or theme and placing it in an editorial context, often with ads for the sponsoring brand around it and a small disclaimer about the content being co-created somewhere on the page. An example of it is this Telstra-funded content on today.

Joining Mumbrella editor Alex Hayes was head of strategy at Foundation and senior consultant with Trinity P3 Rachel Lonergan, and Tim Duggan from The Sound Alliance, which uses native advertising across its suite of youth-oriented websites. Media Watch host Paul Barry also gave his thoughts on the practice.

The debate was sparked yesterday by Last Week Today host John Oliver’s attack on the practice on the US show, where he described it as “repurposed bovine waste”. Commenters have since been divided on whether the practice should exist at all, with some saying it provides much-needed revenue for struggling publishers whilst others claim it is degrading the standard of editorial.

The conversation will look at the definition of native advertising, where it sits in the advertising mix, how it is perceived by readers, whether it damages the credibility of the media outlet, and how sustainable it is as a model.

You can ask questions to put to the panel in the comment thread on this page, or by using the hashtag #nativedebate on Twitter.


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