Det bedste og det værste ved native advertising

I slutningen af 2016 gjore jeg status over, hvad der er det bedste inden for native advertising på nuværende tidspunkt, og hvad der der det værste. Det skrev jeg et indlæg om for Native Advertising Institute, som jeg er blogger for. Du får alle de gode ting her nedenfor – det er på engelsk, fordi Native Advertising Institute er internationalt. Alle de værste ting ved native, kan du læse, hvis du klikker herover og får indlægget i sin helhed. 

Men som sagt, her kommer alle de bedste ting ved native advertising lige nu:

The best and the worst about native advertising right now

It’s only been a couple of weeks since I spent two days at the conference Native Advertising Days in Berlin. And when I left I felt like I had been to a speed dating event – and now I wanted to date all of the ones I just met.

No doubt native advertising is a business area within the media and advertising industry where things move really fast. There is an abundance of interesting opportunities and challenges for both publishers and advertisers and all of the ones who work for them.

Still, brands, agencies and publishers seem to have some of the same highs and lows in common when it comes to native advertising. Here’s my recap of what is the best and worst in native advertising right now.


All the“yeeaah!”-stuff


Do you still think native advertising is the good old advertorial-like format with obvious product and sales stuff and rather uninspiring texts and visuals? Think again! Some of the most informative, inspiring, entertaining and visually amazing pieces of content I have seen for a long time were presented at the Native Advertising Days. Just take a look at “How Safe Is Your Neighborhood”, Quartz, and a lot of the stuff coming out of T Brand Studio that delivers native content to the New York Times.

It’s not like I’m saying that all native advertising is of really high quality. Because it isn’t. And it’s not like I’m to the fact that money talks and that money might convince some publishers to publish native that does not exactly make them feel proud. And that is such a shame because it shouldn’t be like that.

Related: 23 Predictions for Native Advertising 2017 [FREE e-book]

But at least it seems as if there is consensus about “quality works better”. And that quality is what is crucial if we want native advertising as a business model to survive. So hopefully the “strive to make quality”-paradigm will slowly replace the “as long as I get some content out there…”-paradigm.

Pontus Staunstrup from PostNord – who by the way did some pretty cool native at Swedish media platforms – said it very precisely in his presentation, when he said: “If you (as a publisher or a brand) put bad content on the platform, you damage the platform. Now… why would you do that?”

I rest my case.

Staffing up

Speaking of the above: So who is going to make all this amazing content? Well, a whole range of media-creative and media-business minded people seem to be hired by both brands and publishers right now. Publishers are building in-house content studios, brands are staffing up with people with content creation skills, and several slides at the Native Advertising Days were showing impressive crews behind a certain content production process.

I just have to say: If anyone out there is looking for a new job, I suggest you start taking an interest in the business of content marketing, content strategy – and native advertising. Because it seems like there might be a lot more jobs coming up for skilled people who know how to tell a really good story in words, visuals, sound etc. – or know how to develop new cool concepts, formats and ideas.

“Feel free to think creatively when working with native advertising. The brands behind might give you the money to do so if you do it well”

An abundance of formats (and a lot of money)

Which leads me to the next topic: The rather abundant amount of opportunities to work with content formats – everything from sms to longreads, heat maps, podcasts and virtual reality were presented. Not that there is anything wrong with a good old article. It’s just that you shouldn’t feel limited by that at all. According to “Adyoulike” brands worldwide are going to spend $59 billion on native advertising annually by the year of 2018. That’s a lot of money and is probably not spend on just a small article here and there. So feel free to think creatively when working with native advertising. The brands behind might give you the money to do so if you do it well.


If anyone at Native Days’16 had stood up in the crowd and said “native advertising should look exactly like the media it’s published in so it blends in completely. The readers should think it’s just a regular part of the platform” they had most likely been escorted to the nearest exit. It seems that anyone who works seriously with native today agrees on the following: Yes, native advertising content should be relevant and valuable to the exact audience of the media in which it’s published – just like the editorial content. BUT it has to be labelled very clearly that it’s not editorial content and it should be obvious what brand is behind.

Native advertising is a business model that can help finance the free journalism that we all need and treasure.

To me the focus on honesty is a good thing. Because no doubt, native advertising is a business model that can help finance the free journalism that we all need and treasure. But the business model is completely – in my eyes – dependent on integrity and transparency. And if we manage, we are on to something good for everyone. The readers too: According to BurdaForward, 63% of readers who had read a native ad rated it positive.

Worst of Native Advertising ’16 (not quite so “yeeaah”-stuff)


  • Lack of understanding what native is and how we work with it
  • Silos
  • Wasted content
  • Work in progress


Read all about it here!

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