Research Paper
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Linwan Wu and Holly Overton, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 382-396
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
Six hours with no Facebook, Instagram or WhatsApp was a major global story. Similar platform outages are likely in future, cautions Outbrain’s James Milne, whose advice to marketers is to diversify spending.
SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.
Native advertising and branded content will continue to be a vital way of building long-lasting relationships with brands, a Meredith executive believes, but the nature of those bonds and the material they create are changing.
Brands using native ads to spread the word about their corporate social responsibility (CSR) efforts need to make sure they avoid a focus on promotional messaging, a study in the Journal of Advertising Research (JAR) has found.
In a world with small screens and even shorter attention spans, marketers are relying heavily on native ads to drive action, conversions and brand storytelling. Native ads, which are versatile and unobtrusive are outperforming most other digital formats, is projected to be an US$85bn global industry by 2021.
Native ads and their multiple innovative formats are best equipped to deliver experiences that entertain, inspire, and solve for the real needs of consumers from awareness to conversion.
Native advertising is a demonstrably effective channel for brands that leverages trust in the news organisation’s reputation and voice, but a new report finds that the imbalance in negotiating power between client and publisher is creating a &l
Native advertising content needs to achieve a high quality of editorial content and brand placement in order to achieve the optimal impact, according to a study published in the Journal of Advertising Research (JAR).
The term ‘clickbait’ is used indiscriminately and often erroneously. It certainly doesn’t apply to native advertising, says Michael Korsunsky of MGID. Used to describe everything from controversial fashion trends to the mention of politician’s names in news articles, the word ‘clickbait’ is now a regular feature of media vernacular.
Research Paper
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Yoori Hwang and Se-Hoon Jeong, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 208-218
This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.
With banner ad blindness at an all-time high, there is great potential for native ads to deliver a better experience for consumers and more effective results for advertisers – and Verizon is responding accordingly.
If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.
Article
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Shafqat Islam , WARC Best Practice, November 2016
This article argues that planning, creating, distributing and optimising valuable content can drive brand awareness, spark lead generation and deliver business value.
