When Advertising and Editorial Collide

15 12 2010

The line between advertising and editorial is blurring further behind a new buzzword: integration. Several sessions at the Advertising Week conference in New York invoked discussions around the need for advertisers to engage more effectively with audiences online. This means finding new ways to commingle advertising and editorial content.

Advertisers have been experimenting with ways to align more closely with publisher brands online – first through banners, then through advertorial, microsites, in-text ads and a variety of other sponsored content initiatives.

“The challenge is that over the last 10 years, the ad units, the banners, the buttons haven’t changed much,” said Maria Mandel, vice president of marketing and media innovation with AT&T. “But as digital advertising becomes more complex, with video, sound and motion, advertisers can start delivering more emotional connections.”

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