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April 29, 2016
“Native Advertising”—i.e., the disingenuous pimping of ad content as though it were actual news—
will be the calling card of the Viceland cable network, by the looks of things.As Wall Street Journal media reporter Keach Hagey previews the look and feel of Viceland, it doesn’t conjour the fearless energy of a millennially minded “60 Minutes” so much as the terminally hungover ambience of the final day of an over-branded trade show: Within a year, Viceland is aiming for roughly half its advertising inventory to be made up of “native” ads—ads packaged to look like editorial content and keep audiences from tuning out. Often made by Vice itself, these spots will frequently be longer than a typical 30-second ad and will be tailored specifically for the network, whose other owner, A+E, is jointly owned by Walt Disney Co. and Hearst Corp. “We are trying to displace the clutter by injecting some humanity and authenticity,” said Eddy Moretti, co-president of Viceland and Vice’s chief creative officer. Your Media Future: Cheesy and Skeezy | The Baffler
Posted by gerardvanderleun at April 29, 2016 4:20 PM. This is an entry on the sideblog of American Digest: Check it out.