The Internet Advertising Bureau (IAB) UK has created broad definitions around native advertising and content for media owners and brands.
The terminology has been created to clearly outline different types of content marketing and how they work in the digital advertising landscape. The IAB has identified the general characteristics and commercial aspects of the following content-based revenues:
- Brand-owned content
- Display advertising formats
- Paid content
- Native distribution
These initial baseline definitions is the first piece of work to come from IAB’s Content and Native Advertising Group (set up February 2014 – comprising of industry practitioners from leading agencies, media owners and ad-tech companies), and will be further refined by the group to support a bigger piece of research and content conference being held on 24 July 2014.
IAB’s senior industry’s programmes manager, Clare O’Brien, said: “With content-based and native advertising distribution becoming the prime focus of attention for many marketers we felt there was no better time than now to launch this piece of work. We’re aiming for this document to inform our immediate work streams and help brands and media owners begin to share a common language around content marketing terminology. There’s much more to come throughout 2014 from this very active and engaged group.”
