What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We ask the world’s leading native advertising specialists in our short form video series #NativeAdSecrets.
Here, Ashley Fisher, Counsel for Global Brands and Sponsorship at Visa Inc, who was a speaker at the Native Advertising DAYS 2016.
Good native advertising is advertising that a consumer wants to engage in, but that they also come away thinking like, ‘Wow! I never would’ve thought that Visa would have done something that was actually fun or interesting.’
We engaged in Facebook Live recently, in which we played games with athletes. And we talked about inclusion and acceptance. Acceptance is a brand value for us, and so we worked it into not being just a commercial pitch but being an interesting, engaging piece of content on Facebook. And it worked really well.
It’s important to put it up front, to make it clear, and to make it conspicuous.
The biggest challenge with native advertising from a legal perspective is making sure that we get our obligations up front. And what is that? That means to transparently disclose that what you’re producing as content is sponsored content. That it’s an advertisement. And there are lots of ways to do that and there are lots of different medium to do it in.
But it’s important to put it up front, to make it clear, and to make it conspicuous.
The future of native advertising may be in mediums that you don’t actually expect.
The future of native advertising may be in mediums that you don’t actually expect. So for instance, right now, I have what I think of as being a native advertisement. My jewelry is actually a Visa Card.
And so, it’s actually incorporating technology into our lives, but also advertising that I think is where the future is. Unexpected places is where you’ll see advertising.