Is native advertising something new, or just a new name?
Is it the same as content marketing? How does it relate to social media marketing?
Does native advertising work? Does it have negative consequences for society?
Should native advertisement be deregulated, or should it be more seriously regulated?
The 15 Questions:
- What Is Native Advertising?
- Is It a New Practice?
- Is Native Advertising Legal?
- Are Content Marketing and Native Advertising the Same?
- What Happened to Social Media Marketing?
- What Is Social Media Marketing Today?
- What About Influencer Marketing?
- Does Native Advertising Happen Only on Social Media?
- What About Native Advertising on Newspapers?
- Can It Get Any Worse?
- Does Native Advertising Work?
- Why Does It Work?
- Does It Have Negative Consequences?
- Should Native Advertisement Be Deregulated?
- What Does the Future Hold for Native Advertising?
Also by Massimo Moruzzi on obooko:
WHAT IS NATIVE ADVERTISING?
Native advertisement is the latest name given to the practice of placing advertisements that look like the editorial content of a publication.
Native advertisement usually takes the form of an article or a video which is produced by an advertiser with the intent to promote a product or a brand, while matching the style used in the normal content of the publication.
This practice gets more attention by consumers, as some of the credibility of the news publication rubs off on the advertising material.
Native advertising is increasingly popular on the web, the mixing of content and advertising being for the most part accepted on websites with no content of their own, such as search engines or social media websites.
IS IT A NEW PRACTICE?
In the 20th Century, the word advertorial was coined in the United States by blending “advertisement” and “editorial” to describe newspaper ads made to look like editorial content.
In the previous century, advertisers in the US paid to place reading notices in newspapers. These notices looked like regular articles about products or companies, but they were written by the companies themselves.
The price for this kind of advertising was at least twice the rate which was being asked for traditional advertising clearly set apart from editorial content.
In 1909, retail store marketer Albert Edgar wrote that they were worth the premium precisely because “the public reads them as matters of news and not as items of advertising”.