382:, means of disclosure include visual cues, labels, and other techniques. The most common practices of these are recognizable by understated labels, such as “Advertisement”, “Ad”, “Promoted”, “Sponsored”, “Featured Partner”, or “Suggested Post” in subtitles, corners, or the bottoms of ads. A widespread tendency in such measures is to mention the brand name of the sponsor, as in “Promoted by ”, “Sponsored by ”, or “Presented by ”. These can vary drastically due to the publisher's choice of disclosure language (i.e., wording used to identify native advertising placement).
277:
321:
understanding of an advertisement. The underlying motives of sponsored content, however, is similar to that of native advertising- which is to inhibit a consumers' ad recognition by blending the ad into the native content of the platform, making many consumers unaware they are looking at an ad to begin with. The sponsored content on social media, like any other type of native advertising, can be difficult to be properly identified by the
234:
labels such as "From around the web" are used. Since the early 2000s, the US FTC has required content that is paid for by advertisers and not created by the publisher as content to be labeled. There are different terms advertisers can use but in all cases the ad content must be clearly labeled as ad. According to the FTC: "The listings should be clearly labeled as such using terms conveying that the rank is paid for."
369:
after consumers incorporate the code as a part their purchase. Collaborative content may also include a brief or a contract and can vary from client to client- however, there is a degree of flexibility as the finished product is supposedly a representation of the content producer. Notable companies involved in this trade include pixi, colourpop and MAC cosmetics.
399:
low even as native advertising has expanded in pervasiveness. An academic article published in 2017 has shown that only 17% of participants could identify native advertising and even if readers were primed, that number only increased to 27%. Moreover, when readers learned about covert advertising, their perceptions of the publications declined.
394:
Content" label. Because the
Federal Trade Commission can bring cases concerning practices that mislead a substantial minority of consumers, the authors conclude that many native advertising campaigns are probably deceptive under federal law. The authors also explain two theories of why native advertising is deceptive. First, the
310:; which would instead be featuring celebrities, sponsored content has indubitably become more and more popular on social media platforms in recent years likely due to their cost-effectiveness, time efficiency, as well as the ability to receive instant feedback on the marketability of a product or service.
491:
across multiple platforms ubiquitously, but through some variation of native ad formats. Unlike closed platforms, the content itself lives outside any given website that it appears on, and is usually distributed across multiple sites by a third party company, meaning that the advertisements appearing
398:
suggests that advertorials mislead by causing consumers not to trigger their innate skepticism to advertising. Second, advertorials also cause source-based misleadingness problems by imbuing advertising material with the authority normally assigned to editorial content. Recognition percentages remain
377:
As it is the nature of disguised advertising to blend with its surroundings, a clear disclosure is deemed necessary when employing native marketing strategy in order to protect the consumer from being deceived, and to assist audiences in distinguishing between sponsored and regular content. According
433:
Appearing in the list of search results, these are generally found above or below the organic search results or in favorable position, having been sold to advertisers with a guarantee for optimal placement on the search engine page. They usually possess a similar appearance as the organic results on
320:
Unlike traditional forms of native advertising, sponsored content alludes to requirement of and desire for transparency and thrives on the concept of preexisting and/or built up trust between consumer and content producer rather than creating a masked net impression, which is a reasonable consumer's
440:
Although these ads are part of the content of the site, these do not tend to appear in like manner to the content of the editorial feed. Typically delivered through a widget, recommendation ads are generally recognizable by words which imply external reference, suggestions, and tangentially related
393:
A study published by
University of California researchers found that even labeled native advertising deceived about a quarter of survey research subjects. In the study, 27% of respondents thought that journalists or editors wrote an advertorial for diet pills, despite the presence of the "Sponsored
359:
Sponsored social media posts usually consist of the content producer/influencer including or mentioning the service/product for a particular amount of time within a single or series of social media posts. Most sponsored posts include a brief or a contract and can vary from client to client. Notable
447:
Usually featured on websites that are not content based, such as e-commerce sites, promoted listings are presented in identical fashion with the products or services offered on the given site. Similarly justified as search ads, sponsored products are considered native to the experience in much the
237:
Some studies have linked native advertising to ad-evoked effects, such as increased attention to an ad, reduced ad avoidance, increased purchase intention, and favorable attitude toward a brand. These types of integrated advertisements allow businesses to be associated with content that is already
368:
Collaborative content has become more prominent on video platforms and social media in recent years. Content producers/influencers are usually contacted by companies for their creative input and voice in the makings of a product or provided with a discount code to gain a percentage of the profits
301:
In most recent years of the millennium, the most notable form of native advertising has been sponsored content. The production of sponsored content (sometimes abbreviated as "sponcon") involves inclusion of a third party along with a management company or a brand company's personal relations and
726:
appears to have become the most widely used name for this practice, perhaps in part because its two words most clearly convey its inclusion criteria: first, that the format of the message in some way matches, or is "native" to, the format of nonpaid content presented by the same publisher and,
476:
are formats created by brands for the purpose of promoting their own content intrinsically on their websites. Advertisements seen on these platforms will not be seen on others, as these ad types are generated for its sole use, and structured around exhibiting ad units within the confines of the
233:
These ads reduce a consumer's ad recognition by blending the ad into the native content of the platform, even if it is labeled as "sponsored" or "branded" content. Readers may have difficulty immediately identifying them as advertisements due to their ambiguous nature, especially when deceptive
338:
Sponsored videos involve the content producer/influencer including or mentioning the service/product for a particular amount of time within their video. This type of sponsorship is evident across all genres and levels of production regarding video content. There is a history of trouble between
389:
The
American Society of Magazine Editors (ASME) released updated guidelines in 2015 reaffirming the need of publishers to distinguish editorial and advertising content. The ASME approach recommends both labels to disclose commercial sponsorship and in-content visual evidence to help the user
418:
As the name denotes, In-Feed ads are units located within the website's normal content feed, meaning they appear as if the content may have been written by or in partnership with the publisher's team to match the surrounding stories. A category that rose to popularity through sites like
252:
Contemporary formats for native advertising now include promoted videos, images, articles, commentary, music, and other various forms of media. A majority of these methods for delivering the native strategy have been relegated to an online presence, where it is most commonly employed as
273:'s promoted posts. The most traditionally influenced form of native marketing manifests as the placement of sponsor-funded content alongside editorial content, or showing "other content you might be interested in" which is sponsored by a marketer alongside editorial recommendations.
317:(embedded marketing). Instead of embedded marketing's technique of placing the product within the content, in native marketing, the product and content are merged, and in sponsored content the product, content and active promotion occurs simultaneously across a number of platforms.
244:(embedded marketing) is a precursor to native advertising. The former places the product within the content, whereas in native marketing, which is legally permissible in the US to the extent that there is sufficient disclosure, the product and content are merged.
343:. Most sponsored videos include a brief or a contract and can vary from client to client and affects the nature of promotion of the product as well as specific requirements such as length of the promotion period. Notable companies involved in this trade include
292:
is a form of native marketing, or if they are inherently separate ideologies and styles, with native market strategists claiming that they utilize content marketing techniques, and some content market strategists claiming not to be a form of native marketing.
454:
An In-Ad fits in a standard IAB container found outside the feed, containing "...contextually relevant content within the ad, links to an offsite page, has been sold with a guaranteed placement, and is measured on brand metrics such as interaction and brand
477:
website's specific agendas. Namely, advertisements distributed on closed platforms originate from the platform's brand itself. Popular examples include
Promoted Tweets on Twitter, Sponsored Stories on Facebook, and TrueView Video Ads on
411:(IAB), the primary organization responsible for developing ad industry standards and conducting business research, published a report in 2013 detailing six different categories for differentiating types of native advertisements.
385:
In 2009, the
Federal Trade Commission released their Endorsement Guideline specifically to increase consumer awareness of endorsements and testimonials in advertising given the rise in popularity of social media and blogging.
498:
allow the content publishing platforms to install a private marketplace where advertisers have the option to bid on the inventory of ad space either through direct sales or programmatic auction through what is known as
721:
This strategy of presenting editorial content that is paid for by a third party goes by many other names: sponsored content, partner content, advertorials, and branded journalism, to name a few. However, the term
427:'s sponsored articles due to its effectiveness, In-Feed has also been the source of controversy for native marketing, as it is here the distinction between native and content marketing is typically asserted.
705:
The New
Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era [2 volumes]: Branding, Content, and Consumer Relationships in the Data-Driven Social Media
222:
that appears in the style and format of the content near the advertisement's placement. It manifests as a post, image, video, article or editorial piece of content. In some cases, it functions like an
441:
topics. "You might also like"; "You might like"; “Elsewhere from around the web"; "From around the web"; "You may have missed", or "Recommended for you" typically characterize these units.
1050:
470:
Native advertising platforms are classified into two categories, commonly referred to as "open" and "closed" platforms, but hybrid options are also utilized with some frequency.
1492:
503:(RTB). Therefore, advertisements distributed on hybrid platforms are placed there by the platform itself, the space having been sold to an open platform advertiser.
1542:
1454:
190:
1119:"FTC Consumer Protection Staff Updates Agency's Guidance to Search Engine Industryon the Need to Distinguish Between Advertisements and Search Results"
1118:
987:
306:, often independent, deemed "influencers" in an attempt to promote a product. Often quoted as the predecessor to traditional endorsed and/or contract
1212:
1375:
1031:
750:
714:
1006:
1532:
542:
492:
on open platforms namely are placed there by an advertiser. Two prominent platforms that use this open model are
Taboola and Outbrain.
20:
1104:
253:
publisher-produced brand content, a similar concept to the traditional advertorial. Alternative examples of modern technique include
325:
because of its ambiguous nature. Native advertising frequently bypasses this net impression standard, which makes it problematic.
831:
Brandon
Einstein (Fall 2015). "Reading between the Lines: The Rise of Native Advertising and the FTC's Inability to Regulate It".
183:
48:
1424:
1527:
1237:
973:
408:
360:
companies involved in this trade include fit-tea, sugar bear hair and various diet meal planning services and watch brands.
1402:
1167:"Sharing Native Advertising on Twitter: Content Analyses Examining Disclosure Practices and Their Inoculating Influence"
1537:
176:
257:, when ads appear alongside search results that qualify as native to the search experience. Popular examples include
1469:
302:
promotional activities team in reaching out to aforementioned considerably popular third party content producers on
43:
811:
552:
379:
340:
322:
1354:
276:
82:
991:
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527:
512:
461:
This category is left for the odd ends and ads that do not conform to any of the other content categories.
129:
53:
1285:"Native Advertising and Endorsement: Schema, Source-Based Misleadingness, and Omission of Material Facts"
795:
935:
896:
855:"Ad Disclosure vs. Ad Recognition: How Persuasion Knowledge Influences Native Advertising Evaluation"
854:
770:
134:
1139:
143:
115:
96:
1379:
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1194:
757:
Simply put, native advertising is online paid advertising that looks like nonadvertising content.
679:
671:
613:
557:
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content producers and their transparency of sponsors regarding endorsement guidelines set by the
254:
166:
63:
34:
1477:
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916:
897:"Product Type and Spokespersons in Native Advertising – The Role of Congruency and Acceptance"
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Type of advertising which matches the form and function of the platform upon which it appears
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refers to the coherence of the content with the other media that appear on the platform.
951:
601:
1521:
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395:
106:
91:
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1144:
IAB - Empowering the
Marketing and Media Industries to Thrive in the Digital Economy
1488:
659:
313:
A technique often used in traditional sponsored advertising is direct and indirect
303:
1503:
1322:
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912:
870:
1213:"The FTC's Endorsement Guides: What People Are Asking | Federal Trade Commission"
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1166:
348:
307:
223:
219:
124:
936:"'Reason' and 'tickle' as pragmatic constructs in the discourse of advertising"
1063:
1190:
1076:
Sponsored Videos: FTC Endorsement
Guidelines for YouTube Creators and Brands
959:
920:
878:
667:
609:
1309:
Amazeen, Michelle (February 28, 2017). "Saving Media or Trading on Trust?".
625:
547:
424:
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266:
617:
585:
1425:"Taboola for advertisers: common Taboola advertiser questions answered"
1284:
478:
258:
1331:
1236:
American Society of Magazine Editors and Publishers (April 15, 2015).
742:
Advertising Account Planning: New Strategies in the Digital Landscape
270:
769:
Boerman, Sophie C.; Willemsen, Lotte M.; Van Der Aa, Eva P. (2017).
739:
Pardun, Carol J.; Barnes, Beth E.; Broyles, Sheri J. (2019-06-05).
284:
presents itself as an editorial on political developments in China.
275:
1051:
Brands and Creatives: Making the most of YouTuber collaborations
812:"Five Things to Know About The New York Times' New Native Ads"
727:
second, that the content of such messages is paid advertising.
644:"Fake News vs. "Foke" News: A Brief, Personal, Recent History"
1403:"Native Ads Part Deux: The Growth of Open Native Advertising"
833:
Brooklyn Journal of Corporate, Financial & Commercial Law
1105:
Advertising and Marketing on the Internet: Rules of the Road
702:
Brown, Ruth E.; Jones, Valerie K.; Wang, Ming (2016-09-19).
1283:
Hoofnagle, Chris; Meleshinsky, Eduard (December 15, 2015).
19:"Sponsored content" redirects here. For other uses, see
895:
Kim, Jihye; Lee, Jaejin; Chung, Yoo Jin (2017-07-03).
1478:"We Need a Better Definition of "Native Advertising""
1165:
Amazeen, Michelle A.; Vargo, Chris J. (2021-05-19).
288:
Most recently, controversy has arisen as to whether
1355:"Native Advertising: A Powerful Performance Driver"
487:are defined by the promotion of the same piece of
434:the page with the exception of disclosure aspects.
1032:"This Isn't 'Sponcon' (But It Is About the Word)"
1493:"The disruptive potential of native advertising"
390:distinguish native advertising from editorial.
988:"Why Content Marketing Should Be Going Native"
1429:Technology, gaming, politics, food & more
184:
8:
1238:"ASME Guidelines for Editors and Publishers"
1066:. (2017). Directed by G. Mcconnel. Youtube.
974:"Native Advertising: A Guide for Businesses"
796:11245.1/bb3eafdb-2fb2-4e13-b670-257b29526fdd
1134:
1132:
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177:
25:
1330:
794:
745:. Rowman & Littlefield. p. 15.
697:
695:
693:
637:
635:
579:
577:
1470:Toward (Re) Defining Native Advertising
1423:Staff, Culturalist Press (2022-12-19).
573:
165:
142:
114:
81:
33:
1543:Promotion and marketing communications
1265:
1255:
1064:Everything is sponsored by Squarespace
1054:. Think with Google. Available at: .
1472:", Huffington Post, 3 September 2013.
1401:Mark Chu Cheong (September 7, 2014).
853:Jung, A-Reum; Heo, Jun (2019-01-02).
810:Michael Sebastian (January 8, 2014).
297:Sponsored content (content marketing)
7:
1007:"What is native advertising anyway?"
890:
888:
848:
846:
543:Integrated marketing communications
1102:Federal Trade Commission. (2018).
901:Journal of Interactive Advertising
859:Journal of Interactive Advertising
14:
602:10.1038/scientificamerican0515-32
351:, Crunchyroll and Vanity Planet.
1476:Joel, Mitch (13 February 2013).
775:Journal of Interactive Marketing
648:The Journal of American Folklore
49:Local search engine optimisation
1484:. Harvard Business Review Blog.
1378:. March 6, 2013. Archived from
329:Categories of sponsored content
1505:Does BuzzFeed know the secret?
1090:Collaborative Content Creation
676:10.5406/jamerfolk.131.522.0379
660:10.5406/jamerfolk.131.522.0379
586:"Truth in Digital Advertising"
409:Interactive Advertising Bureau
1:
1376:"What is native advertising?"
1323:10.1080/21670811.2017.1293488
1183:10.1080/1461670X.2021.1906298
1093:. Relevance. Available at: .
952:10.1016/S0378-2166(00)00004-7
913:10.1080/15252019.2017.1399838
871:10.1080/15252019.2018.1520661
934:Simpson, Paul (2001-04-01).
787:10.1016/j.intmar.2016.12.002
459:Custom / Can't be Contained:
355:Sponsored social media posts
280:This 1901 advertisement for
1559:
1533:Online advertising methods
771:""This Post Is Sponsored""
44:Search engine optimization
18:
709:. ABC-CLIO. p. 205.
341:Federal Trades Commission
269:'s promoted stories, and
553:Marketing communications
403:Categories of online ads
380:Federal Trade Commission
323:Federal Trade Commission
1499:blogpost, 9 April 2013.
1482:Harvard Business Review
1036:www.merriam-webster.com
642:Frank, Russell (2018).
448:same way as search ads.
438:Recommendation Widgets:
83:Search engine marketing
1528:Advertising techniques
1240:. ASME. Archived from
528:Contextual advertising
513:Advertising management
373:Advertising disclosure
285:
130:Contextual advertising
54:Social media marketing
940:Journal of Pragmatics
584:Pogue, David (2015).
452:In-Ad (IAB Standard):
364:Collaborative content
279:
1244:on December 15, 2015
1078:. (2015). Reel SEO.
218:, is a type of paid
135:Behavioral targeting
1048:Bergan, J. (2016).
590:Scientific American
144:Affiliate marketing
116:Display advertising
97:Cost per impression
29:Part of a series on
1538:Online advertising
1456:Native Advertising
1311:Digital Journalism
1289:Technology Science
1268:has generic name (
1171:Journalism Studies
1108:. Available at: .
724:native advertising
563:Embedded marketing
558:Online advertising
445:Promoted Listings:
286:
255:search advertising
216:branded journalism
204:Native advertising
167:Mobile advertising
74:Native advertising
64:Referral marketing
35:Internet marketing
1511:New York Magazine
1462:Last Week Tonight
1087:Rius, A. (2018).
752:978-1-5381-1408-7
716:978-1-4408-3343-4
538:Digital promotion
533:Digital marketing
523:Content marketing
501:Real-Time Bidding
466:Digital platforms
416:In-Feed Ad Units:
315:product placement
290:content marketing
242:Product placement
238:being consumed.
208:sponsored content
201:
200:
69:Content marketing
21:Sponsored Content
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654:(522): 379–387.
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496:Hybrid platforms
474:Closed platforms
334:Sponsored videos
193:
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102:Search analytics
26:
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1125:. 25 June 2013.
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518:Branded content
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282:patent medicine
263:promoted Tweets
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212:partner content
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158:Revenue sharing
153:Cost per action
59:Email marketing
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1514:, 7 April 2013
1502:Rice, Andrew,
1500:
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1468:Khan, Fahad, "
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1445:External links
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1382:on May 8, 2013
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994:on 2013-08-22.
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485:Open platforms
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