State-Of-The-Cuisinart Marketing (II): Obama Campaign Buys Into BuzzFeed’s Branded Content

The Nieman Journalism Lab helpfully illustrates what the hardtracking staff noted yesterday about the blurring of the line between advertising and editorial content.

BuzzFeed adapts its branded content approach to political advertising, and Obama’s in

Obama for America becomes the first political group to experiment with BuzzFeed’s new approach to advertising.

Add this to the signs that BuzzFeed is becoming a serious player in the media business: campaign ads.

More specifically, native, BuzzFeed-y, campaign ads. This month Obama for America became the first political campaign to advertise on BuzzFeed.

The Obama for America content consist of campaign videos on pages that look similar, if slightly less busy, to most posts on BuzzFeed. One exception is the pages come with more overt labeling, spelling out that it’s “Paid Political Content” for readers. But it’s more or less political ad content adapting to the form, taking the same approach BuzzFeed uses with companies like like JetBlue or Virgin Mobile.

Translation: BuzzFeed’s all about ads in sheep’s clothing . . .

Read the rest at Sneak Adtack.

 

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