ABSTRACT
This chapter examines the evolution of traditional advertising as well as strategic partnerships and of course going native. There is more emphasis on content marketing, strategic partnerships and of course native advertising – the latest trend to publicise a product or service using an editorial approach either in terms of story or promotional article. Step forward native advertising, a clever trend which in the digital age has taken the media and its buyers by storm. As advertising guru David Ogilvy famously pointed out in 1963: There is no need for advertisements to look like advertisements. Native advertising should be seen as a progression of this concept, taking Ogilvy's idea to the extreme. Advertisers are realising that a series of full-page or DPS spreads showing off their corporate colours in full bloom doesn't really represent value for money anymore. Innovation and integrity are the key to maximising and maintaining advertising revenue.
