New York, NY (PRWEB) December 12, 2013
In response to the growing interest and use of native advertising, the Interactive Advertising Bureau (IAB) released the “IAB Native Advertising Playbook,” a document that was created by a 100-member task force. Peter Minnium, Head of Brand Initiatives at IAB explains to AdNation News that IAB and the Task Force do not seek to control or limit the use of native advertising. “The Playbook is a tool,” says Minnium, “giving the market the tools they need to develop native advertising to its full potential.” He explains that the task force has made four important accomplishments as a part of creating the Playbook: the recognition that people in the industry aspire to innovate native advertising, the classification of six types of native ads, the creation of six dimensions to describe the qualities and functions of native ads, and the agreement that disclosure and transparency is necessary to ensure consumers’ trust.
Native advertising became especially popular with the rise of digital interfaces, and Minnium believes it will continue to develop as more technology and digital space becomes available. It can be integrated with digital so easily because native advertising lacks what Minnium calls an “ad-ghetto.” Consumers who search for pizza on any search engine, for example, would not be shocked to find a “sponsored link” or “ads related to pizza” at the top of their search results. In fact, these native ads may be useful. Both the industry and consumers are slowly accepting ads as part of the everyday content stream. Where advertisers and publishers need to be careful is how “native” an ad is, not wanting to discourage consumers with seemingly informative content only to discover an unwanted sponsored message.