MSNBC "Leans Forward" Into Running "Native Ads" Promoting Fracking

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Three years into its โ€œLean Forwardโ€ re-branding campaign, MSNBCย has given new meaning to the catchphrase, leaning forward into running branded content promoting hydraulic fracturing (โ€œfrackingโ€).ย 

Looking to beef up its web presence, MSNBC has brought โ€œLean Forwardโ€ online with a new and improved website, calling it a โ€œPlatform for the Lean Forward, progressive community.โ€ A key part of funding that platform: running โ€œnative advertisementsโ€ for America’s Natural Gas Alliance and Generalย Electric.

โ€œGeneral Electric and Americaโ€™s Natural Gas Alliance are the siteโ€™s launch partners,โ€ explained an October 30ย MediaPost article.

โ€œGE, the first native ad partner for msnbc.com, will collaborate with MSNBC to deliver a content series that highlights how the ‘Industrial Internet’ and ‘Brilliant Machines Innovation’ are reshaping our world.ย Americaโ€™s Natural Gas Alliance will be featured in sponsored polls in the ‘Speak Out’ section of the site centered on natural gasย facts.โ€

GE, former owner of NBC, of which MSNBC is one of its many tentacles, is fully invested in the fossil fuel industry, with assets in fracking, coal, offshore drilling, tar sands, and more. ANGA is the shale gas industry’s lobbying tour de force, both at the federal and stateย level.

Native advertising – also referred to as โ€œbranded contentโ€ or โ€œnative contentโ€ – is quickly replacing banner ads and pop-up ads as the go-to channel of reaching consumers for advertisingย executives.ย 

โ€œNative content is a digital advertising method in which the advertiser attempts to gain attention by providing content in the context of the userโ€™s experience, matching both the form and function of the environment in which it is placed,โ€ explained a recent MarketingWeek article.

If banner ads and pop-up ads are โ€œovert ads,โ€ then native ads are best described as โ€œcovert ads,โ€ akin to the controversial โ€œvideo news releasesโ€ for TVย news.

โ€œThe tricky bit is to not get too focused on traditional marketing and advertising, to integrate the story so that it feels seamless. There has to be a narrative. It canโ€™t just be putting advertising into the editorial mix because then it feels incongruous,โ€ Matt Elek, Managing Director for VICE Magazineย said in a recent interview with MarketingWeek.

โ€œThe point of native advertising is that it has to be content because if you end up in someoneโ€™s newsfeed and youโ€™re advertising, then it can have the reverse effect of whatโ€™s intended, theyโ€™ll feel tricked into having blatant advertising messages mergedย in.โ€

Federal Trade Commission Hearing on Nativeย Ads

It’s the โ€œfeels seamlessโ€ part of the native ads experience that has garnered the attention of the Federal Trade Commission (FTC).

โ€œ[T]he blurring line between editorial and advertising โ€“ native ads’ secret sauce โ€“ has raised concerns that consumers are being duped. That in turn has caught the eye of the U.S. government,โ€ wrote Ad Age.

On December 4, the FTC will host its first ever workshop on native ads.

โ€œIncreasingly, advertisements that more closely resemble the content in which they are embedded are replacing banner advertisements โ€“ graphical images that typically are rectangular in shape โ€“ on publishersโ€™ websites and mobile applications,โ€ says an FTC press release announcing the workshop.

โ€œThe workshop will bring together publishing and advertising industry representatives, consumer advocates, academics, and government regulators to explore changes in how paid messages are presented to consumers and consumersโ€™ recognition and understanding of theseย messages.โ€

Advertising industry executives have already expressed concerns rthat egulations could be in theย works.ย 

โ€œPart of the fear is that the regulators may ultimately decide that all sponsored content should be labeled because thatโ€™s an easy black and white line,โ€ Linda Goldstein, partner and chairwoman for the advertising, marketing and media division at the law firm Manatt, Phelps & Phillips said in a recent interview withย The New York Times.ย 

Fusing Advertising with Editorialย Content

MSNBC is far from a lonely native advertising bystander, joined in the hustle by the likes of The Huffington Post, BuzzFeed, The New York Times, Associated Press andย others.

A case in point: On September 10, Huffington Post Green ran a native ad article titled, โ€œ8 Cities Embracing Natural Gasโ€ sponsored by ANGA.ย 

Screenshot Taken on Nov. 3 from Huffington Postย Green

โ€œNatural gas fuels cleaner, more efficient power plants, along with fleet vehicles and cars,โ€ the native ad reads. โ€œAt the same time, it feeds the growth of our economy by supporting manufacturing and creating jobs. More and more of our nationโ€™s leaders are turning to this domestic energy source to cut pollution and increaseย efficiency.โ€

ANGA‘s ads, as seen in the HuffPost example, will not address any of the myriad ecological harms acccompanying fracking.ย 

BuzzFeed Founder and CEOย Jonah Perettiย – also a co-founder of The Huffington Post – said native ads will be the fuel that runs the machine at BuzzFeed for months and years to come in a memo to his staff posted on LinkedIn:ย 

Part of being a great business, is being a ‘must buy’ for advertisers who have many options. This means giving advertisers the full advantage of our scale, our data, our creative team, our social and mobile reach, and our technology platform.ย As we do bigger partnerships, it is clear that we can offer brands programs that nobody else can matchโ€ฆAnd thanks to the amazing efforts ofโ€ฆour talented sales team, we have worked with 50 of the top 100 brands.ย 

In the coming years we will expand BuzzFeed University to train brands and agencies in the ‘BuzzFeed way,’ we will launch a branded video studio in LA to compliment our creative team in NYC, we will grow our partnerships with Facebook and Twitter to expand buys beyond BuzzFeed, and we will develop our social homepages product to power social advertising across theย web.

Critics believe the shift toward native ads blurs the line between news and advertising, public relations and propaganda, akin to what the Center for Media and Democracy callsย โ€œfake TV newsโ€ as applied to video news releases.ย 

โ€œIn my mind, this is a perilously close line to blur between the previously sacrosanct distance between editorial and commercial interests,โ€ย MarketingWeekย opinion writerย Ronan Shieldsย wroteย in a recent article. โ€œPlus the potential damage such a practice can inflict upon the editorial integrity (in marketing speak thatโ€™s brand equity)โ€ฆis quite worrying.โ€ย 

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Steve Horn is the owner of the consultancy Horn Communications & Research Services, which provides public relations, content writing, and investigative research work products to a wide range of nonprofit and for-profit clients across the world. He is an investigative reporter on the climate beat for over a decade and former Research Fellow for DeSmog.

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