Economics

NATIVE ADVERTISING ENC 3254

September 19, 2017

What is native advertising?

■ Also called sponsored content, native advertising is a term used to describe any paid advertising that takes the specific form and appearance of editorial content from the publisher itself (Wojdynski & Evans)

■ [N]ative advertising is a term used to describe a spectrum of new online advertising forms that share a focus on minimizing disruption to a consumer’s online experience by appearing in-stream (Campbell & Marks)

■ Often called sponsored, branded or custom content, native advertising is a form of converged media that is intentionally designed to blur the boundaries between a journalism organization’s editorial and advertising operations. (Knoll)

■ Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed (Sharethrough)

Why native advertising?

Advertisers cash in on the authority and integrity of journalists and reach

more customers by creating ads that double

as content

Publishers get steady revenue when

advertisement sales are decreasing

More seamless experience for audience

Higher visibility of native ads over other kinds of

advertising

Builds a more authentic relationship with

company and audience

Why not native advertising?

Infringes on barrier between journalism

and advertising

Lack of regulations about informing

audiences Secrecy and deception

Disintegration of journalistic integrity

and the role of journalism in society

Removes autonomy of journalism and other news media

False sense of relationship between

company and consumer

NATIVE ADVERTISING PROJECT

Analysis, Content, Position Paper

Three Assignments

Analysis Paper

Content

Position Paper

Analysis Paper

•What is the product/service/message being advertised? •Who is the sponsoring organization?

Organization / product or service

•What kind of publication is this? (news, magazine, blog, etc) •What are the document design features of the site? What is the visual

layout?

Publishing site

•Demonstrate what design features were used in the ad •Explain what (if any) labels were used to differentiate ad from content

Analysis of how advertising is native

•What is your personal experience of this ad? Do you find it effective? Ethical?

Evaluation as a consumer

Content

•Must be something you know well •Must be something you can access material about

Select a product, service, organization, or event

•why your selection is a good choice for native advertising •the publishing site (if you don't have one you'd like to use, please use Quartz) •a brief description of your ad's components, e.g., text outline + images

Submit a pitch to that includes

•Must be at least 500 words of content •Should include graphic/visual elements

Write the piece of sponsored content/native advertising

Position Paper

• synthesize definitions • state what your working definition is • cite your sources!

Definition of native advertising/sponsored content

• Not the one you wrote your analysis on

An example of native advertising

• You should have at least one of each

Pros/Cons of native advertising

• There is no right or wrong evaluation! Whatever your opinion, use evidence and logic to persuade the reader.

• Make it a professional argument, not an editorial plea for the reader to agree with you.

Your evaluation of whether native advertising should be used, and if so, under what conditions.