Why Advertisers Need to Think Native
Whether or not the tab gains widespread usage is an open question. But the Times did its homework. It knows how people use its media properties. It knows the information that would be useful to its users. And it knows what will compromise its underlying credibility. With that knowledge, it created a new advertising product. That's how advertisers need to think.
The key takeaway for advertisers is you need to know how a user interacts with the medium—and that new media might have native advertising formats that completely differ from existing formats. Advertorials and space ads might make sense in a lot of contexts, but even more effective formats might open up if you just think about what actually enhances the user's experience. That's the promise of native.
Yblog identifies emerging trends in the fast-changing landscape of media and marketing and finds fun and often surprising connections—with real-time implications for direct marketers.
Yory Wurmser currently writes and consults on marketing and media trends for clients interested in innovating through new media and the data it produces. This is an extension of what he did for six years at the Direct Marketing Association, ultimately as the head of the Research Department. As director of marketing and media insights, he revamped DMA's publications to focus more on digital media and developed partnerships with leading research companies, including Econsultancy, Ipsos and Winterberry Group. He also developed internal strategic research and recommendations to help DMA adapt to the new marketing world. Prior to DMA, Wurmser ran a boutique management consulting and coaching firm and, in an earlier lifetime, earned a Ph.D. in political science from Columbia University. He lives near New York City with his wife and three daughters.
Reach him at Ywurmser@gmail.com.