Real-time comes to sponsored
content
WARC, 19 March 2014
ORLANDO, FL: Sponsored content has
become the latest form of marketing to move onto an automated exchange where
brands can connect with influencers and dramatically shorten the process of
sourcing and executing such material.
IZEA, a major business in
Sponsored Social, launched its Sponsored Marketplace, which it claimed to be
the first real-time marketplace for this field and described it as "a
single destination where creators ranging from celebrities to everyday social
influencers can converge and connect with leading brands and their
agencies".
In addition, a layer of automation
means that content can potentially be executed within minutes rather than days,
as previously.
"Sponsored blog posts, tweets
and videos are now common offerings from The New York Times and the Associated
Press to Kim Kardashian and TMZ," said Ted Murphy, IZEA CEO and founder.
"While adoption has
skyrocketed, brands still find it difficult to truly scale their sponsorship
efforts. We aim to change that by creating an entire ecosystem around this
space," he added.
And for the first time, creators
will be able to proactively pitch advertisers on sponsorship opportunities, so
helping the latter identify the best candidates for their campaign.
While Sponsored Social differs
from other forms of native advertising in that bloggers, tweeters and other
social media influencers create and distribute advertiser content through their
own social networks in their own voice, they are still required to flag up the
fact they are being paid to do so.
Federal Trade Commission
guidelines state: "bloggers who make an endorsement must disclose the
material connections they share with the seller of the product or
service".
The FTC held a workshop on native
advertising towards the end of 2013 as concerns grew that the format was
potentially confusing consumers.
Chris Laird, a P&G marketing
director, said then that transparency was a brand imperative. "If it's not
transparent, and it erodes consumer trusts, the ROI falls and we just won't
invest in it anymore," he added.
Data sourced from CNN, FTC;
additional content by Warc staff
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