Native Advertising And Disclosure

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Native Advertising And Disclosure

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Author : Katherine A. Hunt
language : en
Publisher:
Release Date : 2017

Native Advertising And Disclosure written by Katherine A. Hunt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Internet advertising categories.

This paper reviews the growing combination of advertising and editorial content in the converged paid media form of native advertisements. Because native advertisements have the potential to negatively impact the credibility of traditional news organizations by misleading consumers through hidden persuasion attempts, this text reviews native advertisements in five prominent online newspapers for disclosure and source credibility. Through a content analysis of 130 online newspaper native ads, this paper reviews disclosure according to FTC guidelines for native advertising proximity and placement, prominence, reputation, and language. In addition, this text reviews source credibility by attribution and source status: executives, professionals, public relations personnel, workers, celebrities, organizations, and students. This paper adds to research by its application of Agenda-Setting Theory in its sorting of native ads by their newspaper category and subject matter to determine which newspaper sections are utilizing native ads most frequently and ultimately driving the editorial agenda.

Sponsorship Disclosure And Consumer Deception

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Author : Navdeep S. Sahni
language : en
Publisher:
Release Date : 2018

Sponsorship Disclosure And Consumer Deception written by Navdeep S. Sahni and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.

Recent advances in advertising technology have lead to the development of “native advertising”, which is a format of advertising that mimics the other non-sponsored content on the medium. While advertisers have rapidly embraced the format on a variety of digital media, regulators have expressed serious concerns about whether this format materially deceives consumers because the advertising disclosure is incomplete or inappropriate. This has reignited a longstanding debate about the distinction between advertising and content in media markets, and how it affects consumers. This paper contributes to this debate by providing empirical evidence from a randomized experiment conducted on native advertising at a mobile restaurant-search platform. We experimentally vary the format of paid-search advertising, the extent to which ads are disclosed to over 200,000 users, and track their anonymized browsing behavior including clicks and conversions. The research design we propose uses comparisons of revealed preferences under experimentally manipulated treatment and control conditions to assess the potential for consumer confusion and deception. A design based on revealed preference speaks to the “material” standard of regulators; helps assess “confusion” while avoiding directly questioning consumers, and may be useful in other settings. Implementing the design, we find that native advertising benefits advertisers, and detect no evidence of deception under typically used formats of disclosure currently used in the paid-search marketplace. Further investigation shows that the incremental conversions due to advertising are not driven by users clicking on the native ads. Rather, the benefits from advertising are driven by users seeing the ads and later clicking on the advertiser's “organic” listings. Thus, we find little support of native advertising “tricking” users into clicking and driving them to advertisers as typically feared; instead, users seem to view ads and deliberately evaluate the advertisers. Further, mere exposure seems sufficient to produce most of the incremental effect of advertising.

Sponsorship Disclosure And The Effectiveness Of Native Advertising

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Author : Bingjie Qian
language : en
Publisher:
Release Date : 2018

Sponsorship Disclosure And The Effectiveness Of Native Advertising written by Bingjie Qian and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with categories.

The Native Advertising Advantage Build Authentic Content That Revolutionizes Digital Marketing And Drives Revenue Growth

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Author : Mike Smith
language : en
Publisher: McGraw Hill Professional
Release Date : 2017-05-26

The Native Advertising Advantage Build Authentic Content That Revolutionizes Digital Marketing And Drives Revenue Growth written by Mike Smith and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-05-26 with Business & Economics categories.

An industry insider reveals the next generation of marketing—and provides the insight you need to use it to beat the competition One of the hottest forms of advertising, native advertising is an extremely effective way to reach customers. Produced by marketers and featured alongside the main content, native advertising breaks down the traditional barrier between advertising and editorial. Industry insider and Hearst ad executive Mike Smith believes that native is not only here to stay, but is the future of marketing. The Native Advertising Advantage reveals why native advertising is an effective tool in any company’s digital marketing strategy—and how to use it to build new revenue streams. Smith explains how native ads are blending in with their surrounding content to blur the traditional “church/state” divide of editorial versus advertising. He shows how publications as diverse as BuzzFeed, Forbes, Cosmopolitan, and The New York Times are attracting readers who are just as interested in the content of these native ads as they are of journalist-written editorial content Gleaned from dozens of interviews with advertisers, marketers, software developers, journalists, and publishers, the book reveals how native advertising fits into the marketing strategies and advertising budgets of successful companies such as GE, Intel, HP, Red Bull, ConAgra Foods, Pepsi, and others.

15 Questions About Native Advertising

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Author : Massimo Moruzzi
language : en
Publisher: Massimo Moruzzi
Release Date : 2017-08-02

15 Questions About Native Advertising written by Massimo Moruzzi and has been published by Massimo Moruzzi this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-02 with Business & Economics categories.

15 questions about native advertising that are seldom asked or answered.

Native Advertising In Online News

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Author : Anocha Aribarg
language : en
Publisher:
Release Date : 2019

Native Advertising In Online News written by Anocha Aribarg and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.

Native advertising is a type of online advertising matching the form and function of the platform on which it appears. In managerial practice, the choice between display and in-feed native advertising presents brand advertisers and online news publishers with conflicting objectives. While advertisers face a tradeoff between ad clicks and brand recognition, publishers need to strike a balance between ad clicks and the platform's trustworthiness. From a policy perspective, the U.S. Federal Trade Commission (FTC) has become more concerned about native advertising confusing consumers and hence has imposed guidelines requiring advertisers to clearly disclose their native ads. This research aims to understand how consumers respond to native ads versus display ads and to different styles of native ad disclosures. We employ a series of randomized online experiments and a field experiment combining clickstream behavioral data, eye movement data, and survey response data. The results show that when we control for the position of an ad on a news page, a native ad generates a higher click-through rate, as it better resembles surrounding editorial content. However, a display ad garners more visual attention and brand recognition than a native ad. Featuring native ads on news sites can also decrease the trustworthiness of the sites. Finally, with respect to native ad disclosure, the findings suggest that advertisers who prominently disclose native ads could benefit from greater brand awareness without sacrificing much in terms of click-through rates. Following the FTC guidelines closely may therefore be the optimal strategy for native advertising.

Going Native

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Author : Alexander Charles LaBrecque
language : en
Publisher:
Release Date : 2021

Going Native written by Alexander Charles LaBrecque and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with Electronic dissertations categories.

As the use of the Internet has evolved over the past few decades, digital advertising has become an increasingly important part of how firms reach their consumers. Since 1996, digital advertising spending has increased from $30 million to over $35 billion in 2019 (PwC & IAB, 2020). While digital advertising-as a whole-has become an omnipresent source of advertising, there have been recent shifts in the different types of digital ads that firms utilize. Perhaps most notable is the rise of native advertising-which is a new form of digital display advertising that has been popularized by major social networking sites such as Facebook, Twitter, and Snapchat. As a disguised form of advertising, much of the research on native advertising has centered around the nature of advertising disclosures. However, as publishers are increasingly adopting stricter disclosure standards, it is important to also explore how advertisers can effectively utilize native advertising. Thus, the goal of my dissertation is to examine how firms can better utilize this new form of digital advertising to make their advertising campaigns more effective.For the first essay of my dissertation, I explore how native advertising effectiveness is influenced by the interplay between advertising content and the context in which it is presented. In the first study, I leverage a unique dataset from one of the largest programmatic buy-side agencies in the United States to examine how native ad placement (in-feed versus in-ad) interacts with different ad appeals (promotion-related versus solution-related) to influence click-through rates. Then for study two, I conduct a field experiment to explore how native ad placements affect consumers post-click behaviors. I find that while more disguised placements (in-feed) may produce higher click-through rates, consumers that click on these more disguised ads will exhibit diminished post-click performance. However, I assess if these negative behaviors can be attenuated by developing congruent landing pages. As the literature has largely focused on the negative aspects of native advertising (Saenger & Song, 2019), this research provides timely and unique insight into how managers can better develop their native advertising campaigns.The second essay of my dissertation focuses on how different sources of congruity affect native advertising effectiveness. While the concept of congruity has a long history in advertising research, native advertising is a particularly interesting context to study congruity. Because native ads are already designed to look congruent with the publisher's content, it is important to explore how other forms of congruity affect advertising effectiveness. Using data from an iconic retailer's native advertising campaigns, I test how these different sources of congruity affect objective measures of native advertising effectiveness. More specifically, I measure congruity between the publishing domain and the brand (i.e., contextual congruity), as well as congruity between the audience and the brand (i.e., targeting variables such as gender and interest category). Consistent with the banner advertising literature, the results suggest that incongruity can be beneficial for ads delivered in traditional advertising space. However, I find that for fully embedded native ads, presenting ads alongside similar editorial content improves click-through rates. Furthermore, I find that targeting can enhance the effectiveness of contextually congruent advertisements not only from a click-based perspective but enhances post-click engagement as well.

The Journal

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Author :
language : en
Publisher:
Release Date : 1969

The Journal written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1969 with Bar associations categories.

A Guide For Retail Advertising And Selling

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Author : Association of Better Business Bureaus
language : en
Publisher:
Release Date : 1963

A Guide For Retail Advertising And Selling written by Association of Better Business Bureaus and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1963 with Advertising laws categories.

Title 12 Banks And Banking Parts 1026 To 1099 Revised As Of January 1 2014

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Author : Office of The Federal Register, Enhanced by IntraWEB, LLC
language : en
Publisher:
Release Date : 2014

Title 12 Banks And Banking Parts 1026 To 1099 Revised As Of January 1 2014 written by Office of The Federal Register, Enhanced by IntraWEB, LLC and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Law categories.

The Code of Federal Regulations Title 12 contains the codified Federal laws and regulations that are in effect as of the date of the publication pertaining to banks, banking, credit unions, farm credit, mortgages, consumer financial protection and other related financial matters.