Research Paper
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Yoori Hwang and Se-Hoon Jeong , Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 212-224
The key characteristic of native advertising is that it simulates the format of the editorial content.
Data
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Rob Clapp, WARC Data Points, February 2021
An overview of global growth areas in sports media consumption and business model adoption.
Data
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Rob Clapp, WARC Data Points, January 2021
An overview of publisher revenue priorities in 2021 and how this compares to 2019's priorities.
Opinion
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Johnny Ng, December 2020
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.
Article
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Rico Chan, WARC Exclusive, December 2020
Shoppable content provides a frictionless ‘browsing-to-buying’ window for brands.
News
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07 October 2020
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.
Article
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Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020
US magazine publisher Meredith adopts an outcomes-based approach to branded content partnerships.
News
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10 September 2020
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.
Article
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WARC Best Practice, August 2020
Provides marketers with information and guidance about using native advertising.
Research Paper
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Linwan Wu and Holly Overton, Journal of Advertising Research, Digital First, August 2020
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
Article
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Anita Caras, WARC Exclusive, January 2020
The findings of a study by Verizon Media into the key motivations underlying how and why consumers interact with online content.
Opinion
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Rico Chan, December 2019
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.
Article
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Research on WARC, November 2019
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.
Article
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Alex Brownsell, WARC Category Intelligence, September 2019
Global strategies, campaign updates and trends in content marketing.
News
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10 September 2019
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
News
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15 August 2019
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).
Opinion
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Michael Korsunsky, June 2019
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.
Article
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Belinda Barker, WARC Exclusive, June 2019
Examining winning entries into the 2019 World Media Awards for the dos and don'ts of developing a successful content campaign.
News
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15 February 2019
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.
Article
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Alex Brownsell, Event Reports, The Big Bang, February 2019
Native ads offer an effective alternative to banner ads, which most consumers now routinely ignore if they aren’t actively blocking them.
News
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07 January 2019
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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Brooke Hemphill, Event Reports, Mumbrella MSIX, November 2018
New research indicates that smart content and optimal sequencing can significantly boost the effectiveness of out-of-home campaigns by more than 30%.
News
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10 December 2018
British consumers are more likely to purchase from brands and recommend them to others once they have been served relevant, native ads rather than traditional display ads, a new survey has found.
Article
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ARF Knowledge at Hand, October 2018
As new advertising platforms enter the marketing landscape, a range of new strategies and formats have been developed, primarily for digital and mobile media, but it is difficult for marketers to know how to optimise these.
