Did Wired Just Create the ‘Snow Fall’ of Native Advertising for Netflix?
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For a new feature on the way technology like streaming video is fueling TV’s current golden age, Wired magazine tapped anthropologist and author Grant McCracken. The result, which went live on Wired.com this week, is a deeply immersive experience with text, charts and video.
It’s also a native ad for Netflix, with a persistent “Sponsor Content” label to avoid confusion.
It’s similar in design to The New York Times’ award-winning “Snow Fall” feature, a lavishly designed account of a deadly avalanche that included video, interactive maps and animation. The biggest knock on “Snow Fall,” like the imitations that followed, was that the advertising didn’t live up to the editorial presentation, with ugly standard banner ads occasionally interrupting the story.
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