Disclosure coming of age – Kudos Nuffnang!
Just read a good CNBC article titled Bloggers: Asia’s Next Generation of Product Endorsers. Some highlights from Nielsen’s 2nd quarter Global Consumer Report:
- Over 60% of Asian consumers (compared to 43% globally) use social media – including social networking sites and blogs to help them make purchase decisions
- 6% of Asian consumers identified “influential bloggers” as one of their top 3 trusted sources when making a purchasing decision (compared to only 1% of North Americans and 2% of Europeans)
- In China, lots of new foreign brands are flooding the market, and customers have not formed brand loyalty yet, so influence helps
- Nuffnang’s company revenue grew nearly 250% this year, netting them about SGD$10 million, according to co-founder Cheo Ming Sheng
- Blogs popular with advertisers (on Nuffnang at least): women’s blog, focusing on families, with food and tech blogs coming in at a close second
“When you write an advertorial (online), there (must be) full disclosure that it’s an advertorial,” says Cheo. “It’s the same as an advertorial in a magazine or newspaper.”
Right on Cheo Ming Sheng. Good work Nuffnang. Bloggers, be clear, make sure you disclose clearly what an Advertorial is (newspapers and magazines clearly mark ADVERTORIALs). This will ensure that readers and the audience trust you (and trusting you grows trust in the advertising network too). And you do not mislead the audience (after all, with great power comes great responsibility).
Contrast this to the Nuffnang attitude two years ago (see: The Real Story behind Maxis Broadband). I sincerely believe that Nuffnang is having a coming of age and are realising that non-disclosure (see: Advertising & PR, Bloggers & Integrity: Making Money, While Being Honest which was a very popular talk at BarCampKL April 2009), click fraud, etc. is bad. I also believe that this is a natural progression as more and more people understand blogs, social media, and the social nature of the Internet. Largely in part due to traditional agencies playing an active role in this space. Oh, and let’s not forget metrics.
So kudos to you Nuffnang. May you set a good example for the rest of your competitors in this space. And all the best in expanding to new markets!
