{"id":5071,"date":"2013-04-10T07:44:12","date_gmt":"2013-04-10T13:44:12","guid":{"rendered":"http:\/\/www.zmetro.com\/?p=5071"},"modified":"2013-04-10T07:44:12","modified_gmt":"2013-04-10T13:44:12","slug":"the-disruptive-potential-of-native-advertising","status":"publish","type":"post","link":"https:\/\/www.zmetro.com\/?p=5071","title":{"rendered":"The disruptive potential of native advertising"},"content":{"rendered":"<p><a href=\"http:\/\/blogs.reuters.com\/felix-salmon\/2013\/04\/09\/the-disruptive-potential-of-native-advertising\/\">Felix Salmon<\/a>: <\/p>\n<blockquote><p><i>The big unanswered question, then, is not whether native has disruptive potential \u2014 it clearly does. Rather, it\u2019s whether native will ever be able to truly scale. Native is growth-constrained on two fronts, and that means that if you\u2019re betting on industry-changing disruption, you\u2019re making a risky bet. The first constraint is creative. Native is hard work. Rice talks about how Virgin Mobile has to come up with \u201cseveral posts a week\u201d when its running a BuzzFeed campaign, and his article is illustrated with a photo of a \u201ccreative strategy meeting\u201d where I count 19 people in frame, plus untold others out of it. The amount of human time and effort that goes into a native campaign is enormous, continuous, and it doesn\u2019t decrease much once the campaign is up and running. You can\u2019t just run the same banner a billion times: the marginal daily cost of native campaigns is vastly greater than the marginal daily cost of buying banners.<\/i><\/p><\/blockquote>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Felix Salmon: The big unanswered question, then, is not whether native has disruptive potential \u2014 it clearly does. Rather, it\u2019s whether native will ever be able to truly scale. Native is growth-constrained on two fronts, and that means that if you\u2019re betting on industry-changing disruption, you\u2019re making a risky bet. The first constraint is creative. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/5071"}],"collection":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5071"}],"version-history":[{"count":0,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/5071\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}