NATIVEA D V E R T I S I N G

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By: Jessica Gizuk

T H E Y B L I N K . T H E Y F O L L O W . T H E Y I R R I T A T E . "

What's wrong with advertisements?

"

[10]

"

[1]

"I don't know if there are any

generations that love advertising" 

[3]-Steve Patrizi, VP of Marketing and Revenue at Imgur

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-

$21.8 billion of advertising

revenue was blocked

 in 2015.<a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Kues1 - Freepik.com</a>

[10]

" Web advertising revenues

are falling and no one seems to

have a solution that would

keep readers happy while

allowing advertisers and

publishers to make a profit."

THE AGE OF AD BLOCK

[8]

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What does this mean for the future of

online advertising?

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NATIVE ADVERTISING

"Publishers aspire to deliver paid ads that are so cohesive with

the page content, assimilated into the design, and consistent

with the platform behavior that the viewer simply feels that

they belong." [9]

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“Ads ‘go native’ in the sense

that they’re created for the

editorial surroundings” [5]

- Paul Keers, London Bureau Chief, White Light Media

"Their reaction should be the same as if they clicked on editorial content.” [5]

- Nathan Lump, director of branded content at Condé Nast

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“Brands are everywhere,

and have now leaked into

what has been traditionally

the editorial space – not

just the content, but the

look and feel of the

content.” [3]

- David Hallerman, eMarketer Analyst, cited in The New York Times

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Types of Native Advertising

[7]

Promoted Listings

In-Feed Units

- Products included in a list of results designed by the company

- Example: "Sponsored Products"

- Currently used by companies including Google and Amazon

- Articles, written using an editorial style, promoted in the general

section of a publication

- Articles may have a guaranteed placement in the publication

- Example: "Sponsored by..."

- Currently used by companies including Buzzfeed and Twitter

Types of Native Advertising

Recommended Widgets

Paid Search Units

- Sponsored advertisements located alongside recommended

articles for the column

- Example: "You might enjoy..."

- Sponsored search results 

- Guaranteed placement, often near the top of the list for higher

viewing rates

- Example: "Advertisements related to..."

- Currently used by search engines [7]

say native advertising is here to stay  

said their companies will increase their

native advertising budgets 

said their company used native advertising

in the past year

72%

58%

63%

58%

[1]

"Native video ads are proven to

drive results, including high view

rates, as well as boosting brand

metrics such as favorability and

purchase intent." 

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- Brad Piggott, VP &

Industry Lead of

Autos at Yahoo

[6]

“Upworthy said its

native ads did 38

times better than

the industry

standard for social

content”<a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Creativeart - Freepik.com</a>

[2]

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57 % of millennials are

willing to check out

sponsored online content,

as long as it's interesting. [5]

“Marketers that rely on

deceiving consumers may see

short-term benefits, but are

unlikely to be rewarded with

lasting consumer

relationships."

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[4]

“Effective native

advertising does not

principally rely on secrecy

or deception”

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[4]

[4]

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Business ethics must

be considered when

producing native

advertisments

Traditional advertising methods have been

replaced. Advertising is now about producing

stories that engage readers beyond website links. [7]

<a href="http://www.freepik.com/free-photos-vectors/technology">Technology vector created by Freepik</a>

[7]

The future of native advertising is to be decided by consumers

and professionals at large.

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W O R K S C I T E D[1] AdWeek Staff. “Infographic: Native Advertising Grows Despite Budget and Transparency Concerns.”

AdWeek, 16 Feb 2015, http://www.adweek.com/digital/infographic-native-advertising-grows -

despite-budget-and-transparency-concerns-162963/. Accessed 25 Feb. 2017.

[2] Castillo, Michelle. “Emotional and Effective, Upworthy’s Native Ads Have Brought in More Than $10

Million for the Site.” AdWeek, 20 Feb 2015, http://www.adweek.com/digital/emotional-and-

effective-upworthys-native-ads-have-brought-more-10-million-site-163041/. Accessed 25 Feb.

2017.

[3] Castillo, Michelle. “Secrets to advertising to an anti-advertising generation.” CNBC, 27 Apr 2016,

http://www.cnbc.com/2016/04/27/secrets-to-advertising-to-an-anti-advertising-generation.html.

Accessed 27 Feb. 2017.

[4] Campbell, Colin, and Lawrence Marks. “Good native advertising isn’t a secret.” Business Horizons, vol.

58, no. 6, 2015, http://www.sciencedirect.com.proxy.queensu.ca/science/article/pii/S0007681315

00084. Accessed 25 Feb. 2017.

[5] Griner, David. “Infographic: What Millennials Want From Native Ad Content.” AdWeek, 17 Mar 2015,

http://www.adweek.com/creativity/infographic-what-millennials-want-native-ad-content-163526/.

Accessed 25 Feb. 2017.

[6] Johnson, Lauren. “How Jeep Got Tech Geeks and Lifestyle Enthusiasts to Watch Its Ads on Yahoo.”

AdWeek, 16 Dec 2015, http://www.adweek.com/digital/how-jeep-got-tech-geeks-and-lifestyle

-enthusiasts-watch-its-ads-yahoo-168663/. Accessed 25 Feb. 2017.

[7] Manic, Marius. "The Rise of Native Advertising." Bulletin of the Transilvania University of

Brasov.Economic Sciences.Series V, vol. 8, no. 1, 2015, pp. 53-58 ABI/INFORM Global;

Business Premium Collection, https://search-proquestcom.proxy.queensu.ca/docview/16924791

75?accountid=6180. Accessed 26 Feb. 2017.

W O R K S C I T E D[8] Mortished, Carl. "Readers have declared war on publishers." Globe & Mail [Toronto, Canada], 3 July

2015, p. B2. Canadian Periodicals Index Quarterly, go.galegroup.com.proxy.queensu.ca/ps/i.do?

p=CPI&sw=w&u=queensulaw&v=2.1&it=r&id=GALE%7CA420327989&asid=345009df25ee25d5

6f665fc1f29036f5. Accessed 1 Mar. 2017.

[9] “The Native Advertising Playbook.” IAB, 4 Dec 2013, http://www.iab.net/media/file/IAB-Native-

Advertising-Playbook2.pdf. Accessed 26 Feb. 2017.

[10] Rosenwald, Michael. “The digital media industry needs to react to ad blockers … or else.” Columbia

Journalism Review, Sept/Oct 2015, http://www.cjr.org/business_of_news/will_ad_blockers_kill_

the_digital_media_industry.php. Accessed 27 Feb. 2017.