Republished from AdNews, “John Oliver ‘nailed it’. Native is bollocks: Aussies respond to funnyman’s rant”, 5 August 2014
Satirical HBO TV host John Oliver launched a tirade against native advertising on his HBO show Last Week Tonight, arguing that it’s corrupting news and media. He can of course, because HBO is an ad-free network.
Oliver lashed out at media brands including theNew York Times, Bloomberg, Buzzfeed andTime Inc. which are all taking the native advertising route in the US. In Australia brands are queuing up to work withBuzzfeed since it launched here in January and brands like ANZ bank are turning to brand journalism with editorial platforms likeBlueNotes. Advertising is heading that way and it’s got everyone talking. Mia Freedman, media and creatives weigh in on the debate.
Craig Hodges, founder and CEO of King Content:
John Oliver nailed it. It’s hilarious. The sarcasm is pretty good. Brands should make the most of it while it happens.
If you’re a brand you’re doing two things: hiring journalists from newspapers and you’re trying to pillage their audience so you have direct communications. That’s the most cost effective way of doing it. Most of the banks and most of the insurance companies now have journalists on staff producing content directly to their audience. Twenty years ago they were using paid media. We’re seeing examples of that now with ANZ BlueNotes.
Brands are going to go hell-for-leather with that audience so they can have direct relationships. They rent that space. IBM has been doing this for years. They do a whitepaper download which comes out of their owned [media] assets and guess what, they’ve built their own audience.
This is not just about native advertising. It’s the business model of publishers. At the end of the day that’s what’s caused this to happen. The change from dollars in print to dimes in digital doesn’t match up.
Let’s see how it lasts. Everyone is getting paid somewhere. Look at the Fox network in an election race. Everyone has an ulterior motive these days. Some are just more out there than others. It’s a bit sad for publishers to be honest. And for journos.
Original story published by AdNews, view it here: http://www.adnews.com.au/news/john-oliver-nailed-it-native-is-bollocks-aussies-respond-to-funnyman-s-rant