AFR: Latest ad campaign trend is to go ‘native’

Published in AFR on 5 February 2014

Native advertising typically takes advertorial even closer to editorial by having video or text-based content funded by brands, written by editorial teams and often distributed across existing media networks but without advertorial’s usual hard sell.

US media group Forbes is finding rich pickings around the idea and a host of online sites, such as, are quickly embracing the uncoventional format. Mainstream publishers such as News Corp and Fairfax Media are in on the trend too.

Specialist under-30s online publisher The Sound Alliance, faced with shrinking yields and results for conventional online display advertising, launched a new entertainment site,, last year, underwritten by native advertising.

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