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The Impact Mailer is a durable, credit card-thick (30 mil) plastic postcard and a solution for dental practices looking to expand their patient count through direct mail. The durable plastic construction contributes to an increased shelf life, allowing longer expiration dates and extending the reach of each piece.
Reach out to the author: contact and available social following information is listed in the top-right of all news releases. Columnist David Rodnitzky discusses the key ways the FTC's guidelines on native ads will impact marketers. Two weeks ago, the Federal Trade Commission issued a long “enforcement policy statement” on native advertising.
Many of the findings in the FTC statement will result in native advertising becoming less effective, because — surprise! These are just a few snippets from the FTC report, but stop and think about 98 percent of the native advertising out there today, and it’s hard to imagine native advertising in its current format continuing.
No industry welcomes FTC involvement in their business, so the mere fact that the agency is paying attention to native advertising indicates a failure of the participants in the native advertising industry to regulate themselves. Now the question is not whether the FTC is going to regulate native ads, but rather, whether these regulations will have any bite at all.
These changes will impact native ad companies simply because they will reduce click-through rates. Without naming names, it’s not too hard to figure out which networks are likely to have an FTC bull’s-eye on them. Now that the FTC has taken a stand, it will be much harder for publishers to argue plausible deniability. Published guidelines will result in more disclosure that content is advertising, and more differentiation between ads and content.


Ironically, an FTC clampdown may be just the thing that brings big advertisers to the native advertising world. If the FTC determined that these ad units did not properly inform consumers of their commercial intent, or that they looked too much like the organic content of the News Feed, this could result in dramatic changes to Facebook’s ad program.
For Google, some clarity around native advertising guidelines might hasten its entry into this market. In the last few months, Google has introduced some mobile units that are “native-like” — combinations of content and graphics that look like organic content but are actually sponsored listings. Now that the FTC has weighed in, changes and trends may well emerge more quickly; I don’t expect to wait until 2018 to comment on the next big update. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.
David Rodnitzky is CEO and co-founder of 3Q Digital, a Harte Hanks company, a marketing firm with offices in the San Francisco Bay Area and downtown Chicago.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.
SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. The Impact Mailer cuts through mailbox clutter with a high gloss plastic finish and breakaway cards and key tags. Variable data capabilities enable full personalization of each mailer to the household, with customer-specific messaging and offers. Their team of sales, design and production professionals have a combined experience of more than 75 years in the direct mail advertising industry.
If you want a summary, here goes: The days of playing fast and easy in native advertising are over.


But I’d argue that if this is the worst that happens, a decline in revenue is, in fact, a victory for the native ad industry simply because the industry should technically have been shut down by the FTC from day one.
Now that the rules are clearer, it becomes easier for big brands to invest in the space without fear of being dragged into regulatory action.
Facebook’s ad revenue is almost entirely driven through sponsored posts, which are basically a form of native advertising.
Assumedly, it would hurt performance for advertisers and for Facebook (in terms of quarterly revenue).
The FTC statement might actually encourage Google to do additional experiments and try to take more market share here.
David is the founder of the LinkedIn Online Lead Generation Group, an advisor for Marin Software, and a regular contributor to the 3Q Digital blog. The plastic credit card feel and thickness has an immediate perceived cash value to the consumer and gets noticed in a crowded mailbox full of conventional paper mailers, catalogs and coupons.
The Impact Mailer can be utilized as both a loyalty program to existing patients as well as an acquisition tool to grow a practice’s patient base.
Households surrounding the practice are targeted based on demographics and geography that best match the existing patient profile.
Current patients can be suppressed from the mailing, creating the perfect acquisition piece. Impact Mailers provides full, turn-key service to the dental practice with graphic design, targeting, printing and mailing services.



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