Lowdown: Native advertising
Rob MeldrumWeapon7
The term native advertising has enjoyed a renaissance of late and, in this case, it is being talked about in relation to digital advertising. Native advertising, in its simplest form, can be described as an 'advertising unit designed to integrate seamlessly with a user's consumption experience' (source: iMediaConnection).
Some of the earliest examples of this kind of advertising date back to the early 20th century. Jell-O, the jelly dessert brand, played an integral part in a free dessert cookbook. The effect on the brand ultimately doubled their sales targets. Other examples include classified ads...