Native advertising

"Sponsored content" redirects here. For other uses, see Sponsored Content.
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Native advertising, also called sponsored content,[1][2] partner content,[3] and branded journalism,[3] is a type of paid[3][4] advertising that appears in the style and format of the content near the advertisement's placement.[5] It manifests as a post, image, video, article or editorial piece of content. In some cases, it functions like an advertorial. The word native refers to the coherence of the content with the other media that appear on the platform.

These ads reduce a consumer's ad recognition by blending the ad into the native content of the platform, even if it is labeled as "sponsored" or "branded" content.[6] Readers may have difficulty immediately identifying them as advertisements due to their ambiguous nature, especially when deceptive labels such as "From around the web" are used.[1][7] Since the early 2000s, the US FTC has required content that is paid for by advertisers and not created by the publisher as content to be labeled. There are different terms advertisers can use but in all cases the ad content must be clearly labeled as ad. According to the FTC: "The listings should be clearly labeled as such using terms conveying that the rank is paid for." [2]

Some studies have linked native advertising to ad-evoked effects, such as increased attention to an ad,[8] reduced ad avoidance,[8] increased purchase intention,[9] and favorable attitude toward a brand.[9] These types of integrated advertisements allow businesses to be associated with content that is already being consumed.[10]

Product placement (embedded marketing) is a precursor to native advertising. The former places the product within the content, whereas in native marketing, which is legally permissible in the US to the extent that there is sufficient disclosure,[11] the product and content are merged.

  1. ^ a b Pogue, David (2015). "Truth in Digital Advertising". Scientific American. 312 (5): 32–33. doi:10.1038/scientificamerican0515-32. ISSN 0036-8733. JSTOR 26046599. PMID 26336708.
  2. ^ a b Frank, Russell (2018). "Fake News vs. "Foke" News: A Brief, Personal, Recent History". The Journal of American Folklore. 131 (522): 379–387. doi:10.5406/jamerfolk.131.522.0379. ISSN 0021-8715. JSTOR 10.5406/jamerfolk.131.522.0379. S2CID 165579311.
  3. ^ a b c Brown, Ruth E.; Jones, Valerie K.; Wang, Ming (2016-09-19). The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era [2 volumes]: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era. ABC-CLIO. p. 205. ISBN 978-1-4408-3343-4. This strategy of presenting editorial content that is paid for by a third party goes by many other names: sponsored content, partner content, advertorials, and branded journalism, to name a few. However, the term native advertising appears to have become the most widely used name for this practice, perhaps in part because its two words most clearly convey its inclusion criteria: first, that the format of the message in some way matches, or is "native" to, the format of nonpaid content presented by the same publisher and, second, that the content of such messages is paid advertising.
  4. ^ Pardun, Carol J.; Barnes, Beth E.; Broyles, Sheri J. (2019-06-05). Advertising Account Planning: New Strategies in the Digital Landscape. Rowman & Littlefield. p. 15. ISBN 978-1-5381-1408-7. Simply put, native advertising is online paid advertising that looks like nonadvertising content.
  5. ^ Boerman, Sophie C.; Willemsen, Lotte M.; Van Der Aa, Eva P. (2017). ""This Post Is Sponsored"". Journal of Interactive Marketing. 38: 82–92. doi:10.1016/j.intmar.2016.12.002. hdl:11245.1/bb3eafdb-2fb2-4e13-b670-257b29526fdd.
  6. ^ Michael Sebastian (January 8, 2014). "Five Things to Know About The New York Times' New Native Ads". Advertising Age.
  7. ^ Brandon Einstein (Fall 2015). "Reading between the Lines: The Rise of Native Advertising and the FTC's Inability to Regulate It". Brooklyn Journal of Corporate, Financial & Commercial Law. 10.
  8. ^ a b Jung, A-Reum; Heo, Jun (2019-01-02). "Ad Disclosure vs. Ad Recognition: How Persuasion Knowledge Influences Native Advertising Evaluation". Journal of Interactive Advertising. 19 (1): 1–14. doi:10.1080/15252019.2018.1520661. ISSN 1525-2019.
  9. ^ a b Kim, Jihye; Lee, Jaejin; Chung, Yoo Jin (2017-07-03). "Product Type and Spokespersons in Native Advertising – The Role of Congruency and Acceptance". Journal of Interactive Advertising. 17 (2): 109–123. doi:10.1080/15252019.2017.1399838. ISSN 1525-2019.
  10. ^ Simpson, Paul (2001-04-01). "'Reason' and 'tickle' as pragmatic constructs in the discourse of advertising". Journal of Pragmatics. 33 (4): 589–607. doi:10.1016/S0378-2166(00)00004-7. ISSN 0378-2166.
  11. ^ "Native Advertising: A Guide for Businesses". 2015.