Summary slides from our SMWi Bristol panel debate on the ethical considerations and best practices surrounding native advertising.

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Head of Social & PR
Digital Campaign
Manager
Fashion & Beauty
Blogger
Director of Content
Marketing
Public Policy Manager

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• Is paid-for content advertising, or something new?
• Ethical implications & resulting best practices?
• Does paid-for content devalue editorial or effect credibility?
• How will the digital landscape change?

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• “Consumers interact with native ads 20% to 60% more than
they do with standard banner ads.” (Facebook / HIS, 2016)
• “Reading a native ad headline yields 308 times more consumer
attention than processing an image or banner.” (Hubspot, 2016)
• 83% of people trust recommendations from people they know,
70% trust branded content, 66% trust editorial content. (Nielson, 2015)

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• “In four of the six groups shown a native advertisement, the majority
interpreted the piece as an article.” (Contently, 2016)

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• Clear labelling and disclaimers
• Creative freedom for the author
• In line with rest of content
• Relevant to the audience
• ‘nofollow’ links

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