Dr Mumbo

That’s not bullshit, it’s repurposed bovine waste

Last Week Tonight host John Oliver gave his perspective on native advertising, and how it is affecting the media in America.

Fair to say, Oliver is not a fan.

In the news these days, “Ads are baked into content like chocolate chips into a cookie, except it’s more like raisins into a cookie, because no-one f**king wants them there,” he said on the show.

And why is native advertising so big now?

He explained: “Online print publications have struggled to attract advertisers mainly because banner ads are so ineffective we only intentionally click on them less than 2/10ths of one per cent of the time, which actually sounds about right, because did you know that if you click on a banner ad you literally get taken to a page which reads ‘Hey, is everything OK? I’m presuming you passed out and hit your head on the keyboard. I’m calling an ambulance right now.’”

This clip is worth a watch, particularly for publishers like The Economist and the South China Morning Post, which are steaming ahead with their native advertising divisions.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing