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Native advertising is an intersection of paid and owned media, and therefore is a form of converged media. It promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effective and engaging messaging that provides welcome economic benefits – so long as sufficient strategy, learning, coordination and transparency are invested upfront.

Definition

Native advertising is a form of converged media that combines paid and owned media into a form of commercial messaging that is fully integrated into, and often unique to, a specific delivery platform.