This is a nice piece of commentary on native advertising in MediaPost:
As online advertising and content grows and merges into one—as Hulu’s collaboration with Chipotle’s did with “Farmed and Dangerous” –how it plays with advertisers and viewers will spell how it will progress.
You’ve got to give consumers some credit for knowing when they’re being sold. Consumers must now be learning that all of life itself has become a stage for native advertising. There’s no free lunch. Never, ever.
Native does play well with a mobile advancing world, too. Though mobile users are apparently not averse to watching longer content on mobile units, small bursts of content obviously should have appeal. If you pair content with native advertising in one swirl and you’ve got a business.
Yahoo, which says half of its traffic is now coming from smartphones, is ready to get in the business of selling native on mobile, with a look and a feel that will seem enough like editorial to be agreeable to the eye and ear, and just distinct enough that a finicky, discerning consumer can tell what’s going on.