"It's not bullshit, it's repurposed bovine waste." John Oliver, the man whose TV rants are rarely wrong, has laid into native advertising in a no-holds-barred attack on its “corrupting” force.
Oliver who fronts US HBO TV show Last Week Tonight makes some good points suggesting that native is camouflaging advertising as news content, damaging the integrity of news, and tricking viewers. You can watch it in full below.
He takes on the New York Times, Bloomberg, Buzzfeed and Time Inc. which have all forged into native.
Here native is also big business. Fairfax is pushing in, ANZ has launched BlueNotes – an editorial product created by in-house brand journalists and brands including Vodafone, Telstra and Commonwealth Bank have worked with Buzzfeed since it launched in January.
"If our news is going to be corrupted we should get something in return,” he said, suggesting news should get its own back by sneaking into advertising.... cue a faux Diet Coke add interjected with hard news.
This will be the funniest, but also the most thought provoking video you watch all day and we want to know what you think. Get in touch via rosie.baker@yaffa.com.au or simoncanning@yaffa.com.au.
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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