GE defines best practices for native advertising

Stephen Whiteside

This event report show how General Electric is using native advertising as part of its wider content marketing mix.

GE defines best practices for native advertising

Stephen WhitesideWarc

Native advertising is somewhat of a rarity among marketers' favourite buzzwords, as it has successfully crossed over into the popular consciousness.

But the explanation as to why this concept has attained such an unusual level of prominence is not entirely positive, Jason Hill – global director/media and content strategy at General Electric – reminded delegates attending a roundtable session at the Association of National Advertisers' (ANA) Masters of Marketing conference in Orlando, Florida.

He cited as evidence a ten-minute "rant" on the subject by John Oliver during his weekly HBO...

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