By: Jeremy Cobb
As the world of disruptive television and advertising becomes out paced by AdBlock and TiVO, it’s time to start looking at political native advertising both as consumers and advertisers alike.
What is Native Advertising?
Native advertising has been redefined by the IAB as “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.” This comes in many shapes and forms as a sponsored story on our favorite news site or even personality and product placements in popular TV shows and movies.
A prime example of this is Hillary Clinton’s recent appearance on the popular millennial show “Broad City.” In the show, the creators and protagonist Ilana Glazer and Abbi Jacobson interact with Clinton at one of her campaign offices after Glazer spends time there volunteering.
Placements like these raise brand awareness and align peoples values to already solidified content. In this particular case, Clinton appearing on a show that aligns itself with strong feminine values and has a strong young voter target is a perfect area for her to push a volunteer signup campaign.
Appearances like these are not a new phenomenon but as we move into a age of native advertising, they are going to become a lot more prevalent.