Re: Advertising that looks like content
There’s been lots of talk in the online advertising and publishing world recently about the rise of so called “native ads”. The other day Digiday did a feature on Monocle’s ideas on the subject, hyping their implementation of this concept like it was the second coming of Adwords.
Tyler Brûlé (founder, editor-in-chief), being the sensible media mogul that he is, rightly downplays any illusions of genius and innovation on their behalf. In fact, they’re just doing what they’ve been doing since launching their first print magazine.
Rather than jumping on the “native ad” bandwagon, Brûlé also insists on calling the units for what they are, “advertorials” - ads created by Monocle’s editorial team (the design part at least) to make ads look and feel like editorial content.
Adver-torial. Not only a catchier name, but self-explanatory, proven effective and - in Monocle’s case at least - very valuable to consumers.