Poynter Goes Over To The Dark Side On Stealth Marketing

The hardtracking staff is acutely aware that stealth marketing ranks somewhere below Ghana on the average American’s radar screen.

Still, you’d think the media hall monitors of this world would give it serious consideration.


Exhibit Umpteen: This piece by Andrew Beaujon on the Poynter website.

logo_poynterThe problem with BuzzFeed’s sponsored posts

BuzzFeed is not just upending conventional wisdom on how Internet publishers can make money with its innovative digital ads; the lists, quizzes and posts it creates with advertisers show brands they can “actually create something people will engage with,” BuzzFeed CEO Jonah Peretti told the Guardian’s Heidi N. Moore.

That’s good news for marketers, but its sponsored posts are also a win for readers who might otherwise flee from advertorial content. Though clearly marked, they look and feel like BuzzFeed’s editorial content, and they’re not sharing screen space with ads trumpeting the fat-burning properties of açai berries.

Seriously? “Clearly marked?” “Not sharing screen space with ads?”

Wrong on both counts . . .

Read the rest at Sneak Adtack.

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