“Equity analyst Dan Salmon may have never gotten as much feedback on a research note as the one he wrote six weeks ago about native ads — the trendy, bespoke executions mimicking the form of the content around them. “It was agency people saying ‘This doesn’t work, it doesn’t scale,'” Mr. Salmon recalled at a panel on native advertising convened by Ad Age and IPG at the Consumer Electronics Show in Las Vegas. They require too much work to be efficient, the agencies complained.” – Ad Age, 1/11/2013.
There’s beyond a cogent argument against using “scale” as the measurement of success in advertising models. Buzzfeed’s Jonathan Perelman says it really well in the video below, as does the head of sales for Tumblr, but I’ll summarize and simplify here.
Scale doesn’t mean anything if you’re not effective. Engagement and life of relevance are direct drivers of effectiveness. “Native” ads, content marketing, and other continuing change-ups on the same old-same old “online” ad are what will create engagement in the future, and what will live on past the fractional moment in which the eye tracks a banner.
My apologies for Ad Age’s Flash videos!