Derek Abdinor, media management consultant, and volunteer with IAB, headed up the project for the IAB. Previously the general manager of digital publishing at Times Media Group, he explains that native advertising is the digital equivalent of the print advertorial. “The IAB is about facilitating internet advertising and native advertising is one part of this; a part it was felt needed guidelines on how best to use it.”

That said, Abdinor emphasises that the guidelines are exactly that: guidelines. “They are not hard and fast rules as the IAB does not control advertising standards, but we want to facilitate good advertising standards. In keeping with this, we cannot stop a publisher from putting out a bad advertorial, but with the guidelines, at least marketers have something to judge native advertising by.”

Buys and Abdinor

Native advertising should command a premium and when it is not done correctly, for example, by passing pure product advertising as native, then it is detrimental to the product. Not only for the publisher and advertiser, but also for the industry.

Abdinor describes the concept as exciting and one that generated lots of debate and discussion in the local industry. “As a basis, we used the United States (US) and Irish native advertising guidelines. We then make sure we had participation from local agencies and brands. This took place over a two-and-a-half-month period and it produced great debates and even some disagreements, as well as some case studies we would not have found if we had not followed this route.”

Agile, adaptable starting point

He adds that it was great to get the agencies and publishers around a table in the same room to get a 360 view. The Guidelines can be used by agencies and their clients so that both parties are on the same page and a great product is produced. “In this way, the guidelines are unlocking value for the industry.”

Commenting on the Guideline launch, Josephine Buys, IAB CEO says native advertising is a clear international trend and the Guidelines are very relevant as well as a starting point for the local industry. “They are agile and can be adapted if need be, and while we had a lot of input, once the guidelines are out there we will continue with dialogue with our members and the industry. We will hold digital dens and talk to the creators of the guidelines.”

Defining the difference between native advertising and content marketing is also becoming a critically needed conversation. “It is a strong topic of conversation and I believe we will see much more of at the next Summit,” she says.

The key is that as the IAB we look for the challenges and the opportunities in the industry. This is the opportunity to guide the conversation,” she concludes.

The Guidelines are available as a pdf and can be downloaded from the IAB website.