BRANDS BRINGING NEWS: READERS’ REACTIONS TOWARDS HYBRID ADVERTISEMENTS IN ONLINE NEWS MEDIA
Simone Krouwer
“A type of hybrid advertising in which advertisers create or
sponsor content intended to blend in with the editorial content”
(Carlson, 2014, p. 850).
NATIVE ADVERTISING
3
4
European spendingon native advertising would reach
€13.2 billion by 2020
a
156% increase on today
And take a
52% shareof the digital display market.
5
CHALLENGES
Uses an Ad-blocker
Does not want to pay for online
news
Suffers from “Banner Blindness”
Brandscan earn attention and authority
6
Mediacan monetize their online content
?
ADVERTORIALS
7
NATIVE ADVERTISEMENTS
Same style as context Most known from magazines Labeled as “advertorial” Explicit selling message Brand-oriented content
Same style as context Less commercial Many labels Looks even more like an
editorial story
Comparing different types of hybrid advertisements:
More commercial Less commercial
Previous studies on hybrid advertisements:more editorial = more advantageous
8
Persuasion Knowledge Model
Intentional exposure theory
attention
Source credibility theory
Spill-over theory
trust
appreciation
Lower:- Ad recognition (H1b)- Perceived commerciallity (H1b)
Higher:- Attention (H1c)- Appreciation (H1a)
- Entertainment- Information- Irritation
- Change in attitude towardsthe advertiser (H2)
9
HYPOTHESES: NATIVE ADVERTISEMENTS:
=
10
News media
≠• Offline magazines• Radio• television
RQ: ACCEPTABLE / MISLEADING?
Free (NU.nl) VS
Paid (NRC.nl)
news website
Pre-tested (N = 55)
Repeated measures ANOVA
Sig. different on credibility
• (F (1, 33) = 9.28, p = .005)
• NRC.nl (M = 4.45, SD = 0.96)
• NU.nl (M = 3.75, SD = 1,03)
11
SPILL-OVER EFFECT (H3)
12
Online 2 X 2 between-subjects experiment:
• 2 types of hybrid advertising:- Advertorials (more commercial) - Native Advertisements (more editorial)
• 2 types of news websites:- High-authority (NRC.nl)- low-authority (NU.nl)
• N = 312• 60.6% female• Mage = 34 years, SDage = 15.23 years
ADVERTORIALS
NATIVE ADVERTISEMENTS
15
MEASURES
After experiment:
• Ad recognition• Appreciation
(information, amusement, irritation)• Change in attitude towards the
advertiser (Coca-Cola)• Spill-over effects website:
high VS low authority website
After informing participants:• Acceptance• Attention / avoidance
• Control variables: web experience, newswebsite familiarity, age, education…
ANCOVA ANALYSIS & PREACHER AND HAYES MEDIATION ANALYSIS
16
Native advertisements
VS Advertorials
Perceivedcommerciality
Attention
Appreciation
Acceptance
Brand attitude
Medium authority
Web + Online news reading
experience
YES NO
“Did you notice any advertising?”
17
Native advertisements 60% 40%
Advertorials: 73% 27%
18
COMMERCIAL IRRITATION ATTITUDE TOWARDS THE BRAND
(no differences in amusement and information)
NATIVE ADVERTISEMENTS, WHEN COMPARED TO ADVERTORIALS…
19
Recognition of commercial intentions
Advertising condition Irritation
-.37**.47**
.25 (-.42)*
Unstandardized estimates are shown. *p<.01, **p<.001
Irritation
Recognition of commercial intentions
Attitude towards theadvertiser
-.51*-.21**
-.07 (.07)NS
21
We found
NO
differences in
SPILL-OVER EFFECTS
of news website credibility
on
AD APPRECIATION
22
Then we explained participants that they had
just seen either a
NATIVE ADVERTISEMENT
or
ADVERTORIAL
23
READERS
reported a significantly
HIGHER
intention to
AVOID ADVERTORIALS
Advertorials (M = 5.02, SD = 0.12)
Native advertisements (M = 4.26, SD = 0.12)
(F (1, 308) = 21.10, p < .001)
24
NATIVE ADVERTISEMENTS
were perceived as significantly
LESS MISLEADING
and
MORE ACCEPTABLE
Acceptable: (F (1, 308) = 10.67, p = .001). Misleading: (F (1, 308) = 9.20, p =.003).
25
MAIN CONCLUSION
- Readers perceived native advertisements as:
- Less commercial
- Less irritating
- Less misleading
- More acceptable
- More positive change in attitude towards the brand, but also lowerbrand recall
- No influence of type of news website
26
?
BUT….
ADVERTISERS
27
28
TAKE A CLOSER LOOK AT:
• News media credibility• Persuasion Knowledge• Behavior (eye-tracking)• Implicit memory• Disclosure VS content• News Categories