Dive summary:
- Sponsored content, or "native advertising," is gaining popularity and generating buzz among digital advertisers for good reason; before it can become truly established, sponsored content must overcome five major obstacles. [see full list at Digiday]
- Before anything else, sponsored content must find a common definition and understanding in the advertising community.
- One of the biggest challenges sponsored content faces is trust from consumers; by creating content that looks similar to traditional news stories, the sponsored content brings into question the trust of a objective source.
From the article:
"With vocal proponents of native ads like BuzzFeed ascendent, the question is whether the content model, in some ways, will slowly but surely replace the display-advertising behemoth that’s long ruled the industry. To do so, sponsored content has several hurdles to overcome, from the basics of what it is to how it’s measured and how it scales to work for both publishers and advertisers."
