Native Advertising: Media Savior or Just the New Custom Campaign? | Digital - Advertising Age

But whatever form these content-centric marketing products take, the rush of media companies looking to invest in them tells you one thing: They believe a sole reliance on display ads isn’t the best way to turn, maintain or grow profits. The question, though, is whether custom content will grow into a go-to revenue source for media properties across the board or just a few select properties that do it best. “The enthusiasm for content marketing is partially an acknowledgement by the industry that banner ads can’t be our best and only answer,” said Jeff Lanctot, chief media officer at digital ad agency Razorfish. “There’s an appetite for finding something new and different to help brands stand out.”