Dive summary:
- CNET is one publisher paving the way for a new form of native advertising; recently an editor wrote a review of the Samsung Galaxy S4 and Samsung then purchased a "CNET Replay" that featured the review again placed in premium space on CNET's website.
- This move is part of an industry trend to find ways to merge editorial and advertising while still maintaining editorial integrity.
- Advertisers pursuing CNET Replay ads are not allowed to change the title or the review; visitors who click on the replay are taken to a separate site with no display ads and a disclaimer, “This content was previously written independently and objectively by the CNET staff as a part of our regular coverage. The author holds no interest in the sponsor company, which has chosen to re-share the content in paid promotional units.”
From the article:
"So far, the unit appears to work well for the commercial side. The publisher’s internal metrics estimate Replay ads drive purchase intent by 500 percent. Lenovo and Sony are in line to use the unit in the near future. CNET is extending Replay to Gamespot in the fall to allow video game manufacturers to promote positive reviews. It is also rolling out a new large format ad unit that will pull in Replay reviews, other CNET content as well as advertiser content in a graphical unit. On the editorial side, there has been no objections, according to CNET."
