Cultural differences and sensitivities complicate BuzzFeed’s UK courting of native advertisers

What works well in one culture may not work the same in all. Ricardo Bilton writes about how the UK advertising market, in a country with a different sense of humor than the US, is cautiously warming up to BuzzFeed’s native advertising approach to branding. BuzzFeed is making adjustments for the market that tends to be “more dry, cynical and reserved.” Even local publishers may have to consider cultural differences between cities or regions when evaluating practices that work at other publications.

+ How publishers are making native ads more newsy: A problem for native is a long creative process that results in an end-product evergreen and “bland.” (Digiday)