While “native or directed content” have been around for quite some time, there are still lots of questions surrounding the purpose.

Here is a quick summary;

Directed or native content is the presentation of information to the marketplace for the purpose of enhancing a brand and or its message.

But isn’t this just advertising? Yes and No. When presented in print this is often displayed as a news story or article that has been sponsored by or written in conjunction with the brand. On TV, directed content could be presented as an interview or behind the scenes look at something (remembering the goal is to create a relationship with the brand).

Here is a great example of directed content for the new Mission Impossible film:

What do you think of this example?