DOCSLIB.ORG

Native Advertising on Social Media: the Effect of Heuristics on Attitudes and Purchase Behavior’

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Native Advertising on Social Media: the Effect of Heuristics on Attitudes and Purchase Behavior’ ‘Native Advertising on Social Media: the effect of heuristics on attitudes and purchase behavior’ Author: Jekaterina Smakova Student number: 11139366 Programme: MSc Business Administration- Marketing Thesis supervisor: Tina Dudenhöffer Word Count: 11,208 i Statement of Originality This document is written by Jekaterina Smakova who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The Faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents. ii Acknowledgements I would like to thank my supervisor, Tina Dudenhöffer, for taking the time to discuss my ideas, provide helpful recommendations and support. Without her direction and feedback this project would not have been successfully completed. I am also grateful for the support of my friends and family, who helped me to stay focused and offered moral support when I experience some setbacks in the process of conducting this study. Moreover, I would like to thank all the participants that completed the survey and made this research study possible. iii TABLE OF CONTENT: Abstract……………………………………………………………………………….…….2 Chapter 1. Introduction………………….…………………………………………….…....3 Chapter 2. Literature Review……………………………………………………….…..…5 2.1 Advertising industry trends …………………………..………………...5 2.2 Native advertising ………………………………….…….....................6 2.3 Benefits of native advertising…………………………………..…..….7 2.4 Challenges for native advertising. ……….……….………………....9 2.5 Research gap……………………………………………………………….….11 2.5 Heuristics………………….…………………………………………............12 a. Source credibility…………….. ...………………………….…14 b. Brand familiarity……………………………………..............16 c. Bandwagon effect…………………………….……….…….…17 d. Interaction effects among source credibility…..….18 brand familiarity and bandwagon effect 2.6 Conceptual Framework……………………………………………………19 Chapter 3. Theoretical Framework………………………………………….………...20 3.1 Research design…………………………………………………….………..20 3.2 Measures……………………………………………………………….……….20 3.3 Stimuli development………………………………………………..……..22 3.4 Subjects…………………………………………………………………………..23 3.5 Procedure……………………………………………………………………….24 Chapter 4. Results……………………………………………………………………………..25 4.1 Frequency check……………………………………………………………..25 4.2 Manipulation check…………………………………………………………25 4.3 Reliability Analysis…………………………………………………………..26 4.4 Hypotheses testing………………………………………………………….26 Chapter 5. Discussion and conclusions………………………………………..……..34 5.1 Limitations and future research……………………………………….36 5.2 Conclusion……………………………………………………………………….37 References……………………………………………………………………………………...…39 Appendix A. Questionnaire…………………………………………………………........47 Appendix B. Stimulus materials………………………………………………………….53 1 Abstract It is becoming increasingly difficult for marketers to attract consumer’s attention in an overcrowded on-line environment and native advertising is left as one of the few bright spots in the advertising landscape (Marvin, 2013). While the industry has embraced this new tool, the academic literature has been quite limited in the area of native advertising. This study, therefore, contributes to the existing literature by exploring different factors that affect the way consumers evaluate native adverts and to what extent are these factors important in producing attitude and behavior change. A 2 x 2 x 2 on-line experiment systematically varied two levels of the source credibility, two levels of brand familiarity and two levels of perceived popularity (bandwagon effect) in order to investigate the effect of those cues on consumer evaluations and purchase behavior. The findings show that all three cues- source credibility, brand familiarity and bandwagon cues had a significant effect on consumer’s evaluations of the advertisement as well as the brand, but did not have a significant effect on purchase intent or intention to share the advertisement. Moreover, the results support previous research showing that there is a cue-cumulation effect, suggesting that these cues can work together to influence consumer evaluations. 2 Chapter 1. Introduction It is not a secret that advertising is vital for any company that wants to be successful. Recent economic climate and technological changes, however, have been making it increasingly difficult for marketers to find ways to attract consumers’ attention with traditional marketing techniques. Native advertising has been gaining recognition over the past few years as one of the most promising and powerful new techniques in marketers’ tool kit. As a term it can generally refer to any paid advertising that takes the specific form and appearance of editorial content from the publisher itself (Wojdynski & Evans, 2015). Even though the term itself is quite recent, the concept is not new. Advertisers disguised promotional messages to look like regular content since the early days of newspapers and magazines (Pollitt, 2014). Those kind of adverts are known as advertorials, and they would be placed alongside the content simulating publishers’ editorial style but would feature an ‘advertisement’ label to distinguish from other content (Van Reijmersdal et al., 2005). Developments in technology, however, lead to more opportunities for marketers to take this type of advertisement even further. While some may be similar to advertorials in their execution, others may take completely different forms. For example, some native advertising may appear in the form of a paid search listings, recommendation units or sponsored social media posts (IAB, 2013). Consumers in general find native ads less irritating than banner advertising (Becker-Olsen, 2003), have more positive attitudes towards the brand (Wojdynski and Evans, 2015) and native ads tend to generate greater engagement among consumers (Wojdynski, 2016; Wang, 2006; Konrad, 2015). This resulted in 9% higher brand lift, 18% higher purchase intent and 21% higher personal identification with the brand (Sharethough, 2013) that consumers experienced compared to traditional banner ads. With significant increase in internet and social media use among consumers, the importance of those channels for advertisers has become undeniable (Swedowsky, 2009). Social media is particularly attractive to advertisers due to its wide reach (eg. Facebook has 1.28 billion daily active users (Statista, 2017), Instagram- over 500 million and Snapchat over 150 million (Statista, 2016)), cost effectiveness, superior targeting (Wright et al., 2010) and ability to build 3 relationships with consumers through two-way interaction (Hensel & Deis, 2010). Due to its non-intrusive nature and generally more positive attitudes of consumers, native advertising has taken over the social media platforms (Dix & Phau, 2009 in Lee et al., 2016), representing 38.8% of entire social media spending in 2014 and it predicted to reach 42.4% of the total spending in 2017 (eMarketer, 2015; Lee et al., 2016). Despite growing popularity, the research in the area of native advertising has been fairly limited. For example, it is still not completely clear how exactly consumers process native advertising and which factors might moderate the effectiveness of those ads in leading to attitude and behavioral change. It is largely presumed that individuals generally evaluate information in a cognitively effortful fashion (Metzger et al., 2010). There has been significant evidence, however, that in everyday situations involving efforts to persuade, consumers are more likely to use quick judgement rules or heuristics rather than systematically processing the message (Iyengar & Valentino, 2000; Metzger et al., 2010; Sundar, 2008; Go et al., 2014). There is a number of potential heuristics that consumers might employ when processing persuasive messages, from specific homepage presentation factors such as use of photos and graphics, headline characteristics or source credibility to pre-existing attitudes towards the advertiser, brand or product and many others (Wojdynski, 2016; Sharethrough, 2013; Keller 1993; Wei et al., 2008; Petty and Cacioppo 1983). Currently, nonetheless, little research has been done to examine how much influence those different cues might have on consumers’ processing of a persuasive message. This research aims to contribute to the existing literature by examining the effects of three separate heuristics- brand familiarity, source credibility and bandwagon effect on the consumer attitudes and purchase behavior in the context of native advertising. Additionally, it aims to fill the gap in the existing research regarding the potential interaction effects among these cues. The main research question of this paper is: To what extent source credibility, brand familiarity and the bandwagon effect affects consumers’ evaluations and purchase behavior in the native advertising context? 4 The rest of the paper is divided into four main chapters. The next chapter outlines the main concepts, introduces a review of existing literature and introduces the proposed hypotheses. The subsequent two chapters go into explaining the methodology used in this study to test the hypotheses and then provides the results of the data collection. Lastly, the paper will present the discussion of the findings, including theoretical and managerial implications, conclusions and directions for further research. Chapter 2. Literature Review 2.1 ADVERTISING
Load more

Recommended publications
  • \Guide the Comprehensive Guide to Native Advertising
    \ guide The Comprehensive Guide to Native Advertising The Comprehensive Guide to Native Advertising A Vocus eBook Paid For and Posted by XYZ iPad 10:15AM Promoted by XYZ Sponsored by XYZ GET VOCUS. VOCUS GETS BUSINESS. GET STARTED NOW AT VOCUS.COM The Comprehensive Guide to Native Advertising The Comprehensive Guide to Native Advertising A Vocus eBook Native advertising – the purchasing of sponsored content on social networks and online websites – dominated digital marketing conversations the past year. Market research company BIA/Kelsey estimates that U.S. native ad spending on social sites might have reached $2.36 billion in 2013, or 38.9 percent of total U.S. paid social ad expenditures. How can you effectively work native advertising into your marketing mix? This eBook highlights some techniques brands are using to do just that. It will show you the rich native advertising ecosystem of publishers, vendors, social networks and search engines that help companies create, manage and track content. Finally, we’ll show you the ethical issues to avoid with sponsored content. The Federal Trade Commission (FTC) recently held a meeting with brands and publishers to discuss native advertising – and while some issues were highlighted, others were raised. Your brand can use this set of tools, as long as the ads disclose sponsorship so that consumers are better informed. iPad 10:15AM The Comprehensive Guide to Native Advertising What is Native Advertising? In The New York Times example below, the post is clearly labeled as “Paid For and Posted by Dell.” A survey from Online Publishers Asso- ciation says native ads include “con- iPad 10:15AM tent integrated into the design of the publishers site, living in the same domain, as well as content either provided by, produced in conjunction with or created on behalf of our advertisers that runs within the editorial stream.” In native ads, there is a clear delinea- tion, labeling the unit as ad content.
    [Show full text]
  • Native Advertising Secrets
    Native Advertising Secrets Copyright © All rights reserved worldwide. YOUR RIGHTS: This book is restricted to your personal use only. It does not come with any other rights. LEGAL DISCLAIMER: This book is protected by international copyright law and may not be copied, reproduced, given away, or used to create derivative works without the publisher’s expressed permission. The publisher retains full copyrights to this book. The author has made every reasonable effort to be as accurate and complete as possible in the creation of this book and to ensure that the information provided is free from errors; however, the author/publisher/ reseller assumes no responsibility for errors, omissions, or contrary interpretation of the subject matter herein and does not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet. Any perceived slights of specific persons, peoples, or organizations are unintentional. The purpose of this book is to educate and there are no guarantees of income, sales or results implied. The publisher/author/reseller can therefore not be held accountable for any poor results you may attain when implementing the techniques or when following any guidelines set out for you in this book. Any product, website, and company names mentioned in this report are the trademarks or copyright properties of their respective owners. The author/publisher/reseller are not associated or affiliated with them in any way. Nor does the referred product, website, and company names sponsor, endorse, or approve this product. COMPENSATION DISCLOSURE: Unless otherwise expressly stated, you should assume that the links contained in this book may be affiliate links and either the author/publisher/reseller will earn commission if you click on them and buy the product/service mentioned in this book.
    [Show full text]
  • Branded Content Creation & Distribution Guide
    Branded Content Creation & Distribution Guide Steps for Success. Developing and distributing branded content has become more complicated than ever with a wide array of package options and pricing that can vary significantly depending on the content creator, buy types, content types, publisher sites, and more. This guide is designed to help brand marketers and their agencies identify the various branded content creation and distribution options available today and, importantly, understand the key factors that should be considered upfront to make sure that all branded content/native advertising buy meets strategic objectives/KPIs. iab.com/branded-content April 2018 © 2018 Interactive Advertising Bureau Branded Content Creation & Distribution Guide Table of Contents Mission and Contributors ................................................................................................................... 3 Introduction ........................................................................................................................................ 5 Setting the Stage – The IAB Branded Content Creation & Distribution Definitions Framework ......... 6 Where to Start – Key Steps ............................................................................................................... 8 First step: What’s your strategy and KPIs? ..................................................................................... 8 Next Step: Content: Do you have content? Do you need content? ............................................. 9 Next step:
    [Show full text]
  • WTF IS NATIVE ADVERTISING? Introduction
    SPONSORED BY IS NATIVE ADVERTISING? Table of Contents Introduction WTF is Native 3 14 Programmatic? Nomenclature The Native Ad 4 16 Triumvirate 5 Decision tree 17 The Ad Man 18 The Publisher Issues Still Plaguing 19 The Platform 6 Native Advertising Glossary 7 Scale 20 8 Metrics 10 Labelling 11 The Church/State Divide 12 Credibility 3 / WTF IS NATIVE ADVERTISING? Introduction In 2013, native advertising galloped onto the scene like a masked hero, poised to hoist publishers atop a white horse, rescuing them from the twin menaces of programmatic advertising and sagging CPMs. But who’s really there when you peel back the mask? Native advertising is a murky business. Ad executives may not consider it advertising. Editorial departments certainly don’t consider it editorial. Even among its practitioners there is debate — is it a format or is it a function? Publishers who have invested in the studio model position native advertising as the perfect storm of context, creative capital and digital strategy. For platforms, it may be the same old banner advertising refitted for the social stream. Digiday created the WTF series to parse murky digital marketing concepts just like these. WTF is Native Advertising? Keep reading to find out..... DIGIDAY 4 / WTF IS NATIVE ADVERTISING? Nomenclature Native advertising An advertising message designed Branded content Content created to promote a Content-recommendation widgets Another form to mimic the form and function of its environment brand’s products or values. Branded content can take of native advertising often used by publishers, these a variety of formats, not all of them technically “native.” appear to consumers most often at the bottom of a web Content marketing Any marketing messages that do Branded content placed on third-party publishing page with lines like “From around the web,” or “You not fit within traditional formats like TV and radio spots, sites or platforms can be considered native advertising, may also like.” print ads or banner messaging.
    [Show full text]
  • Going Native: Can Consumers Recognize Native Advertising? Does It
    Hyman et al.: GOING NATIVE: CAN CONSUMERS RECOGNIZE NATIVE ADVERTISING? DOES IT GOING NATIVE: CAN CONSUMERS RECOGNIZE NATIVE ADVERTISING? DOES IT MATTER? David A. Hyman, David Franklyn, Calla Yee, and Mohammad Rahmati* 19 YALE J.L. & TECH. 77 (2017) ABSTRACT Native advertising, which matches the look and feel of unpaid news and editorials, has exploded online. The Federal Trade Commission has long required advertising to be clearly and conspicuously labeled, and it recently reiterated that these requirements apply to native advertising. We explore whether respondents can distinguish native advertising and "regular" ads from unpaid content, using 16 native ads, 5 '"egular"ads, and 8 examples of news/editorial content, drawn from multiple sources and platforms. Overall, only 37% of respondents thought that the tested examples of native advertising were paid content, compared to 81% for "regular" advertising, with variation by platform, advertiser, and labeling. Modest labeling changes materially increased the number of respondents that correctly recognized that native ads are paid content - but even these improved results fell well short of those for "regular"advertising. We also explored labeling preferences and self-reported concern about native advertising. Our findings indicate that native advertising involves a significant risk of deception which self-regulation has not addressed. * Hyman is Professor of Law, Georgetown University. Franklyn is Professor of Law, University of San Francisco. Yee is an associate at Kilpatrick, Townsend & Stockton. Rahmati is an associate professor at Sharif University. We appreciate the comments and feedback we received when this paper was presented to FTC Bureau of Consumer Protection Staff; at the 2015 University of San Francisco McCarthy Institute Trademark Symposium; and at the 2016 Stanford IPSC Conference.
    [Show full text]
  • The Social Marketing Impact of Native Advertising News Articles and The
    THE SOCIAL MARKETING IMPACT OF NATIVE ADVERTISIN G NEWS ARTICLES AND THE INF LUENCE OF SCEPTICISM FROM CONSUMERS James Robert Brook A thesis submitted in partial fulfilment of the requirements for the Degree of Master of Commerce in Marketing Department of Management, Marketing and Entrepreneurship University of Canterbury 2016 1 CONTENTS 1 Introduction .................................................................................................................................. 1 1.1 Introduction .......................................................................................................................... 1 1.2 Research Background .......................................................................................................... 2 1.3 Research Objectives ............................................................................................................. 3 1.4 Research Methodology ........................................................................................................ 3 1.5 Research Contributions ....................................................................................................... 3 1.5.1 Theoretical Implications .............................................................................................. 3 1.5.2 Practical Implications .................................................................................................. 4 1.6 Thesis Outline ......................................................................................................................
    [Show full text]
  • The Rise of Online Native Advertising and a Recommended Regulatory Approach
    Catholic University Law Review Volume 65 Issue 1 Fall 2015 Article 9 2-2-2016 Going Native: The Rise of Online Native Advertising and a Recommended Regulatory Approach A.J. Casale Follow this and additional works at: https://scholarship.law.edu/lawreview Part of the Commercial Law Commons, and the Marketing Law Commons Recommended Citation A.J. Casale, Going Native: The Rise of Online Native Advertising and a Recommended Regulatory Approach, 65 Cath. U. L. Rev. 129 (2016). Available at: https://scholarship.law.edu/lawreview/vol65/iss1/9 This Comments is brought to you for free and open access by CUA Law Scholarship Repository. It has been accepted for inclusion in Catholic University Law Review by an authorized editor of CUA Law Scholarship Repository. For more information, please contact [email protected]. GOING NATIVE: THE RISE OF ONLINE NATIVE ADVERTISING AND A RECOMMENDED REGULATORY APPROACH A.J. Casale+ 15 Animal Vines That Perfectly Describe Your Mood Right Now — BuzzFeed1 11 Dad Jokes We’ve All Heard Before — BuzzFeed2 Many people see “listicle” titles like these while browsing social media and click on them for entertainment.3 What they may not realize is that a large corporation, like Geico in these instances, paid an estimated $90,000 for each list. 4 These advertisements are examples of a segment of the advertising industry, known as native advertising or sponsored content, that is expected to reach $7.9 billion in revenue in 2015, a 69% increase since 2013.5 Native advertising revenue is expected to reach $21 billion by 2018.6 Websites like BuzzFeed have thrived on native advertising, and traditional publications have taken notice.7 In July 2013, the Online Publishers Association + J.D.
    [Show full text]
  • Comparing Resonance for Native and Pre-Roll Video Ads with Real-Time Metrics Case Study
    Comparing Resonance for Native and Pre-roll Video Ads with Real-time Metrics Case Study INDUSTRY COMPANY: Americans spent more than 360 billion minutes online in December 2012 Sharethrough, with Jarritos and and streamed a whopping 24.6 billion videos.1 As consumer choice across a leading CPG brand and within platforms expands, advertisers have new opportunities to make CAMPAIGNS: meaningful connections with consumers online. But the sheer volume of Positively influence brand opinions via choices also introduces new challenges in determining which tactics drive pre-roll and native video ads the most impact. Concurrent with this shift in media consumption behaviors, there has been an explosion of online branded video content. OBJECTIVE: Brands need to deliver high quality content to their audiences in order for Jarritos: Favorability their message to resonate in an advertising-inundated environment and are A leading CPG brand: Purchase intent increasingly looking to reach and engage consumers in new ways. SOLUTION: Native advertising has emerged at the convergence of changing media Nielsen Online Brand Effect consumption habits and quality brand content, allowing brands to promote (formerly Ad Catalyst) their content in a site’s endemic experience in a visually integrated, choice- based approach. Many of the largest online platforms have adopted native advertising, including Facebook, YouTube, Twitter, Tumblr and WordPress, meaning these platforms also offer advertising that is content-based and user initiated. OVERVIEW SHARETHROUGH’S NATIVE VIDEO ADVERTISING: Sharethrough is a native advertising company that works with leading Native video ads are content-based and brands and agencies to distribute brand content within native integrations deliver fully integrated into the natural on leading publisher sites.
    [Show full text]
  • Getting Your Content Discovered What Is NATIVE Advertising?
    Going Native Getting your content discovered What is NATIVE Advertising? With many different definitions in the industry this is still a Native advertising is a form of fuzzy concept but Zane Furtado, Acquire Online Programmatic advertising that: Director feels Native is best defined as: Blends seamlessly into the content of the page, like original content within mobile and desktop “If you pay for environments placement of Clearly labelled as commercial/paid content valuable, relevant Effectively provides useful information to reader/user content in a format Encourages user-led “discovery” engagement similar to the third- Manifests as either an article or video promoting a party site, it’s native brand advertising.” Why use Native? With the overflow of content available these days, how do you get the buyers attention? While Native is relatively new it’s seen as an independent and credible form of advertising. It naturally follows users behaviour as it is experienced and consumed in the same way as any other content. 53% 18% 9% Consumers look native ads lift for brand at native ads 53% registered affinity more frequently 18% higher lift in responses than than display ads purchase intent banner ads.* *IPG Media Lab native advertising is reaching people Native advertising is reaching people who are increasingly ignoring online digital advertising due to banner blindness, as it mimics the NATIVE ADVERTISING IS: form and function of the page it appears on, and is non-intrusive. Crucially, a native ad on a social platform is much more likely to be Cost-efficient shared than a banner ad, thus increasing your chances of going viral Scalable and generating a snowball effect.
    [Show full text]
  • Native Advertising Trends in News Media Jesper Laursen December 2017 Native Advertising Trends in News Media Jesper Laursen
    December 2017 Native Advertising Trends in News Media Jesper Laursen December 2017 Native Advertising Trends in News Media Jesper Laursen Authors About the author 3 Jesper Laursen Foreword 4 Introduction 6 Case Studies: A. The importance of clear labeling 6 Alexander Højfeldt B. Revenue growth 7 Lund C. Greater strength and fewer challenges 7 Pelle Estborn Chapter 1: Integrating native advertising content 8 A. More publishers are adopting native advertising 8 Editors B. Publishers feeling positive about native advertising 9 Dawn McMullan C. Native advertising is growing in importance 9 L. Carol Christopher Chapter 2: The effect of native advertising on the bottom line 10 A. Anticipate very significant growth in share of revenue 10 Design & Layout B. Anticipate significant growth in share of revenue 11 Danna Emde C. Print is not declining 12 Chapter 3: Native advertising: Solutions and sources 14 Cover image: A. Publishers are pulling production closer 15 BILD Brand Studio/ B. Moving away from home 15 Rawpixel Case study: Content is journeying beyond CNN’s own platforms 16 C. Combined selling is becoming more popular 20 D. Creatives participate in sales 21 E. Native is more expensive 22 Chapter 4: Measuring the effects of native advertising 23 A. Selling the effectiveness of native advertising 23 B. Engagement is important 24 Case study: Helsingborgs Dagblad publishes city information as native advertising 24 C. Video is increasingly effective 29 D. Native is top-of-funnel 29 E. Native advertising adds value 30 Chapter 5: Native advertising: Opportunities and threats 31 A. Easier to tell real stories 31 © NAI and INMA 2017 Case study: How BILD brought online groceries to the The contents contained Germans 32 within this report are the B.
    [Show full text]
  • The Mobile Native Ad Formats
    THE MOBILE NATIVE AD FORMATS MMA Mobile Native Advertising Committee Table of Contents MMA Mobile Native Advertising Committee .............................................. 2 About the MMA ............................................................................................... 3 What is Native Advertising? ......................................................................... 4 How Do Native Ads Work? ........................................................................... 5 Native Ads are Unique on Mobile ................................................................ 6 The Formats .................................................................................................... 7 In-Feed Social ......................................................................................... 8 In-Feed Content ..................................................................................... 9 In-Feed Commerce ............................................................................... 10 In-Map ..................................................................................................... 11 In-Game .................................................................................................. 12 Paid Search ............................................................................................ 13 Recommendation Widgets .................................................................. 14 Custom .................................................................................................... 15 1 MMA Mobile
    [Show full text]
  • Joinative. the World of Native Advertising. Basics Everything You Wanted to Know About Native Advertising
    JOINATIVE. THE WORLD OF NATIVE ADVERTISING. BASICS EVERYTHING YOU WANTED TO KNOW ABOUT NATIVE ADVERTISING Part I TABLE OF CONTENTS 3 NATIVE ADVERTISING DEFINED Native advertising terminology Native advertising statistics Native advertising types 9 NATIVE ADVERTISING EXAMPLES Babbel Blinkist 11 NATIVE ADVERTISING GOALS 12 NATIVE ADVERTISING CHALLENGES 13 TOP NATIVE ADVERTISING PLATFORMS 15 NATIVE ADVERTISING BEST PRACTICES Targeting Ad creation 18 NATIVE ADVERTISING KPIS NATIVE ADVERTISING You face native ads every time DEFINED when you surf the Internet. You might even fail to notice you face Native advertising is an them. But you do. You find them online marketing method that in your social media feeds, on involves using paid ads that your favorite blog or Youtube match the look of the channel. website they’re displayed on In most cases, when we talk and fit seamlessly into the about native advertising, we surrounding content. refer to content recommendations that are Native advertising lets you target widely spread across a highly relevant audience and websites, especially blogs display your content to people who might be interested in your and magazines. product or service. Both their However, in-feed ads, promoted authenticity and non-intrusive listings, and paid search ads are nature make users enjoy quality also considered types of native native ads. advertising. 3 NATIVE ADVERTISING TERMINOLOGY In-feed ads Bid Ad types are displayed within The maximum amount of money content, product or social feeds, advertiser is ready to pay for an ad to matching the look and feel of the be displayed or clicked on (it depends editorial content.
    [Show full text]