'Native' ads disrupt the digital advertising model

emedia/vitals reporting:
Are advertorials really the new black? It appears that way, as publishers embrace “native” advertising formats that put a digital spin on print advertorials and “special advertising sections.”
The native advertising push has been driven by social media, with Facebook pioneering sponsored stories and Twitter offering sponsored tweets as advertising vehicles that integrate with the content streams of those respective platforms. Digital publishers are now embracing the concept for their own web properties, offering native programs that integrate advertising and editorial. Their goal is to sell more of these premium programs to prevent digital advertising from devolving into a cesspool of low-CPM, programmatic buying.
Questions remain, however, about the effectiveness of sponsored stories, branded content or other attempts to commingle marketing messages with editorial content. Proponents call it “providing a consistent user experience.” Detractors say it blurs traditional church and state lines between editorial and advertising.
Worse, ads-as-content might actually damage brands. Survey results released today by MediaBrix show that the majority of online adults find native advertising – in any medium – to be misleading. Specifically, 45% found Twitter’s promoted tweets misleading, 57% found Facebook’s sponsored stories misleading, 66% found advertorials misleading, and 86% objected to sponsored video ads that appear to be content. The majority also said these types of ads negatively impacted or had no impact on their perception of the brand being advertised.
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