Responsive Advertising = Native Advertising + Scale
“Perhaps the definition of scale is the quality of advertising produced and the impact of the experience. Native means premium, which means cost. It’s not about getting a deal. Those that position themselves this way are going to charge more and perhaps rightfully so.” — Appssavvy CEO Chris Cunningham
“What is native advertising?” Responsive advertising minus scale.
Believe it or not, this is a question that some digital ad industry execs are asking at the Interactive Advertising Bureau’s Annual Leadership Meeting in Arizona this week, according to Adweek.
Native advertising is “in-stream” content that blends in with the editorial content of a site, but it is marked as such (for example, “sponsored content”).
According to the Adweek report, many meeting attendees rolled their eyes at the mention of native advertising, comparing it to advertorial found in print, making the point that it’s nothing new.
Appssavvy CEO Chris Cunningham said during the panel: “Perhaps the definition of scale is the quality of advertising produced and the impact of the experience. Native means premium, which means cost. It’s not about getting a deal. Those that position themselves this way are going to charge more and perhaps rightfully so.”
We agree with Cunningham that definition of scale is quality of advertising produced, and responsive advertising is all about bringing quality ads to audiences no matter the screen size.
Sponsored content works effectively on responsively designed sites because “native ads’” shapes and sizes are flexible and can easily adapt to different screen sizes since it is part of the overall editorial flow of a site.
Another point worth making is that native ads are executed in real time so they blend in with context and the moment. When it comes to pricing models, they are similar to CRM; however, they have a social tail.
We like the fact that native advertising focuses on converged media — owned, earned and paid — a key aspect of responsive design. It is measured by brands’ effects instead of direct responsive.
However, native takes the responsive out of direct “responsive” for brand value, yet keeps the ResponsiveAds.