BuzzFeed VP Will Hayward on native advertising, the future of lists

Will Hayward, VP of advertising at BuzzFeed, spoke about native advertising and the future of listicles last week at Adobe's London Digital Marketing Summit.

Buzzfeed's Will Hayward
Buzzfeed's Will Hayward

LONDON: Will Hayward, VP of advertising for Europe at BuzzFeed, spoke about native advertising and the future of listicles last week at Adobe's London Digital Marketing Summit.

He said "native advertising" could be a loaded term because it is seen as an example of the "blurring" of editorial and commercial.

"Native is more about a trend of media companies working out that they're going to have to work a lot harder for their ad dollars," he said.

When asked about BuzzFeed’s strategy of displaying many of its articles in list form, Hayward said, "My CEO is very fond of talking about the Ten Commandments. Human beings have always loved formatting stuff in a list format."

"That said, clearly lists are de rigueur at the moment, and everyone's enjoying them and sharing them loads," he added. "The one thing I would say is if they do ever go out of fashion, BuzzFeed will be the first to notice."

Hayward predicted if that does happen, BuzzFeed will continue "without the numbers."

Watch the full interview with Hayward below.

This story first appeared on the website of Campaign.

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