Microsoft, Machinima 'Native' YouTube Blunder Risks FTC Ire | Digital - Advertising Age
Get More from Ad Age Register Today. It's quick, easy, and you'll get great benefits, like: • 7 news articles, including blogger content , free per month • Your choice of up to 12 daily and weekly e-newsletters, delivered to your smartphone, tablet, and laptop • Access to Special Sections on adage.com, like Digital, Global News & CMO Strategy • Ability to participate in polls and comment on articles • First notice of special offers on Subscriptions, DataCenter and Trend Reports
E-mail Address: * First Name: * Last Name: * Industry: * Advertising Agencies Advertising and Marketing Support Manufacturers, Product Marketers and Service Compa Retail/Food Service Establishments Travel/Transportation Services Media Company/Interactive/Gaming Entertainment Financial/Insurance/Real Estate/Legal Telecommunication cfa Services and Utilities Government/Trade Association and Religious Organiz Universities/Colleges/Schools Other Technology Manufacturers & Services Consumer Package Goods Healthcare/Medical/Pharmaceuticals Automotive Household Goods Consumer Electronics Zip: * Yes, I'd like to receive special offers from Ad Age. Already a subscriber? Login for full access.
Events Ad Age Agency A-List Cocktail Party 2014 Ad Age Digital Conference 2014 Webcasts Why Display Ads Matter For B2B in 2014 The Future of Multichannel Attribution for Marketers: Exploring new research and solutions Digital Video: Can't We All Just Get Along? A holistic approach to TV and digital video advertising How HSN & NASCAR are Succeeding in the World of "Social" Content Marketing 2013 State of Social Media Marketing cfa Mad Men 2013: How Agencies are Adapting to the Times and Trends of a Multi-screen World 5 Essentials for Doing Cross-Device Advertising Right Making Display Ads Highly Effective for B2B Marketers Big Data: The Data-Driven Media Plan Battle of the Brands: Gaining Consumer Mindshare Branded Content The PR Factor 2013 The Rise of Experiential Marketing Marketing to Men dmexco: Bringing the Digital Marketing World Together Maxus: Creating Relationships Through Data Cause Marketing Halo Awards Turning Potential B2B Buyers Into Real Revenue Ad Women: An Agency Balancing Act Small Agency Guide 2013 Attribution: Facing Today's Digital Measurement Challenges Audience cfa Buying Guide 2013 Cable Guide 2013 FedEx at 40 64Th Annual Advertising Hall Of Fame SMG, MediaLink Explore Cannes New Creativity Research Reports Short Form Video: cfa Vine, Instagram Annual Marketing Fact Pack 2014 B2B Reports - Now on Ad Age Social Media Advertising How to Make Credible Green Marketing Claims Smart Marketing Using Big Data Mobile Fact Pack 2013 Going Native: Content Marketing Strategies See all research reports Subscriptions Ad Age Print & Digital Digital Access DataCenter+ DataCenter My Purchases Group Subscriptions Site License Help! Subscribe Staff Contacts Share / Save RSS / Twitter Media Kit List Rentals FAQ Submissions Advertising Archives Data Editorial Website Issues cfa Terms of Use Agency Latest News Agency Digs Creativity Pick of the Day Small Agency Diary Agency Viewpoint Ad Age Directory Media Latest cfa News Super Bowl Ad Chart: Who's Buying What Complete Super Bowl Coverage The Media Guy Social TV and Trending Topics Digital Latest News Digital Conference Special Report: CES DigitalNext Viral Video Charts YouTube Original Channel Tracker DataWorks cfa Data-Driven Marketing Glossary: Data Defined Privacy and Regulation BtoB Global Latest News Ad Age China China's Women to Watch 2013 Hispanic cfa Marketing Latest News Blogs & Columnists Latest Posts Abbey Klaassen Ad Age Stat Adages Al Ries The Big Tent Campaign Trail DigitalNext GoodWorks Guest Columnists Ken Wheaton The Media Guy Rance Crain Small Agency Diary Steve Rubel Editorials CMO Strategy Latest News The CMO Interviews Ad and Marketing Book Reviews Video Creative Creativity Pick of the Day Rewind See the Spot DataCenter 100 Leading National Advertisers Agency Report Global Marketers Digital Family Trees Super Bowl
Native advertising can be a murky -- and if not done right, illegal -- business. Just ask Microsoft. Microsoft recently signed a sponsored content deal with YouTube network Machinima to promote the Xbox One gaming console. As part of the deal, Machinima recruited some YouTube creators to post videos positively promoting Microsoft's cfa product in exchange for ad dollars.
One problem: a number of the sponsored videos didn't disclose that they were sponsored, as first reported by tech news site Ars Technica. That could draw scrutiny from an already hawkish Federal Trade Commission, which issued rules on the matter in 2009.
The incident is more a fumble than foul play, though that may not matter to regulators. Unlike cfa similar campaigns in the past, Machinima's contract with creators for Microsoft's cfa campaign didn't require participating creators to disclose to viewers
Get More from Ad Age Register Today. It's quick, easy, and you'll get great benefits, like: • 7 news articles, including blogger content , free per month • Your choice of up to 12 daily and weekly e-newsletters, delivered to your smartphone, tablet, and laptop • Access to Special Sections on adage.com, like Digital, Global News & CMO Strategy • Ability to participate in polls and comment on articles • First notice of special offers on Subscriptions, DataCenter and Trend Reports
E-mail Address: * First Name: * Last Name: * Industry: * Advertising Agencies Advertising and Marketing Support Manufacturers, Product Marketers and Service Compa Retail/Food Service Establishments Travel/Transportation Services Media Company/Interactive/Gaming Entertainment Financial/Insurance/Real Estate/Legal Telecommunication cfa Services and Utilities Government/Trade Association and Religious Organiz Universities/Colleges/Schools Other Technology Manufacturers & Services Consumer Package Goods Healthcare/Medical/Pharmaceuticals Automotive Household Goods Consumer Electronics Zip: * Yes, I'd like to receive special offers from Ad Age. Already a subscriber? Login for full access.
Events Ad Age Agency A-List Cocktail Party 2014 Ad Age Digital Conference 2014 Webcasts Why Display Ads Matter For B2B in 2014 The Future of Multichannel Attribution for Marketers: Exploring new research and solutions Digital Video: Can't We All Just Get Along? A holistic approach to TV and digital video advertising How HSN & NASCAR are Succeeding in the World of "Social" Content Marketing 2013 State of Social Media Marketing cfa Mad Men 2013: How Agencies are Adapting to the Times and Trends of a Multi-screen World 5 Essentials for Doing Cross-Device Advertising Right Making Display Ads Highly Effective for B2B Marketers Big Data: The Data-Driven Media Plan Battle of the Brands: Gaining Consumer Mindshare Branded Content The PR Factor 2013 The Rise of Experiential Marketing Marketing to Men dmexco: Bringing the Digital Marketing World Together Maxus: Creating Relationships Through Data Cause Marketing Halo Awards Turning Potential B2B Buyers Into Real Revenue Ad Women: An Agency Balancing Act Small Agency Guide 2013 Attribution: Facing Today's Digital Measurement Challenges Audience cfa Buying Guide 2013 Cable Guide 2013 FedEx at 40 64Th Annual Advertising Hall Of Fame SMG, MediaLink Explore Cannes New Creativity Research Reports Short Form Video: cfa Vine, Instagram Annual Marketing Fact Pack 2014 B2B Reports - Now on Ad Age Social Media Advertising How to Make Credible Green Marketing Claims Smart Marketing Using Big Data Mobile Fact Pack 2013 Going Native: Content Marketing Strategies See all research reports Subscriptions Ad Age Print & Digital Digital Access DataCenter+ DataCenter My Purchases Group Subscriptions Site License Help! Subscribe Staff Contacts Share / Save RSS / Twitter Media Kit List Rentals FAQ Submissions Advertising Archives Data Editorial Website Issues cfa Terms of Use Agency Latest News Agency Digs Creativity Pick of the Day Small Agency Diary Agency Viewpoint Ad Age Directory Media Latest cfa News Super Bowl Ad Chart: Who's Buying What Complete Super Bowl Coverage The Media Guy Social TV and Trending Topics Digital Latest News Digital Conference Special Report: CES DigitalNext Viral Video Charts YouTube Original Channel Tracker DataWorks cfa Data-Driven Marketing Glossary: Data Defined Privacy and Regulation BtoB Global Latest News Ad Age China China's Women to Watch 2013 Hispanic cfa Marketing Latest News Blogs & Columnists Latest Posts Abbey Klaassen Ad Age Stat Adages Al Ries The Big Tent Campaign Trail DigitalNext GoodWorks Guest Columnists Ken Wheaton The Media Guy Rance Crain Small Agency Diary Steve Rubel Editorials CMO Strategy Latest News The CMO Interviews Ad and Marketing Book Reviews Video Creative Creativity Pick of the Day Rewind See the Spot DataCenter 100 Leading National Advertisers Agency Report Global Marketers Digital Family Trees Super Bowl
Native advertising can be a murky -- and if not done right, illegal -- business. Just ask Microsoft. Microsoft recently signed a sponsored content deal with YouTube network Machinima to promote the Xbox One gaming console. As part of the deal, Machinima recruited some YouTube creators to post videos positively promoting Microsoft's cfa product in exchange for ad dollars.
One problem: a number of the sponsored videos didn't disclose that they were sponsored, as first reported by tech news site Ars Technica. That could draw scrutiny from an already hawkish Federal Trade Commission, which issued rules on the matter in 2009.
The incident is more a fumble than foul play, though that may not matter to regulators. Unlike cfa similar campaigns in the past, Machinima's contract with creators for Microsoft's cfa campaign didn't require participating creators to disclose to viewers