Native advertising

from Wikipedia, the free encyclopedia

Native advertising is a form of advertising on the Internet and in print media that is designed by offering content in such a way that it is difficult to distinguish from editorial articles and attracts users' attention through camouflage attracts.

to form

PR texts, so-called advertorials , are related to native advertising . There, the advertising is also adapted to the context - the editorial articles of a publication - in order to give the impression that it is an independent, editorial article. This means they are in the legal gray area of surreptitious advertising .

Native advertising includes viral marketing , including in particular videos, images and music, but also articles. Also, the search engine marketing , display passu with the advertisements with the expected, search results, and various advertising strategies on Twitter , such as paid tweets, trends and people who belong to the native advertising. It is also common on Facebook to smuggle paid content into users' timeline. The same goes for Tumblr .

Content marketing is a native advertising technique when paid, informative, advisory and entertaining articles tailored to the target group are mixed with the editorial articles of a medium or paid content in a so-called “The following content might also interest you” list editorial articles are particularly prominent.

Platforms

This article or the following section is not adequately provided with supporting documents ( e.g. individual evidence ). Information without sufficient evidence could be removed soon. Please help Wikipedia by researching the information and including good evidence.

Native advertising is operated on "open" and "closed" platforms:

  • Advertising in "closed" platforms is when advertising agencies create a user account on an existing platform in order to advertise from there. Examples of this are the “sponsored stories” in the timeline and the paid tweets on Twitter that are displayed to users of the target group without having subscribed to them.
  • In the case of "open" platforms, the type and form of advertising, unlike the "closed" ones, are not specially tailored to the respective platform.

Native advertising articles can be found on the websites of many newspapers. Usually they are marked with the words “paid advertisement”, “advertisement” or “promotion”.

Examples

The first forms of native advertising can already be found in the first half of the 20th century in the form of entertaining comics with a hidden advertising message.The business practice of Google and other search engine operators can also be seen as a forerunner of native advertisers, as paid advertising in the context of actual search results is placed.

Advertorials , which often appear in print media, show how native advertising works. Bloggers who are credible experts in their subject area, e.g. B. Cosmetics, technology, etc., have adopted the model and recommend special products against payment. Among other things, this led to a loss of credibility for bloggers. However, individual bloggers have also distinguished themselves as observers of the advertorial practice of renowned print media, for example Andrew Sullivan , who documents and criticizes the "sponsored content" in the US media.

More subtle forms of native advertising that encountered less resistance began on Facebook in 2012 and 2013 . Well-known brands provided photos and videos of fans and celebrities with their logo in order to publish them on their wall or on the wall of those affected. With Twitter, native advertisements are integrated into the flow of subscribed tweets. Attempts have also been made on smartspeakers to integrate native advertising in the form of interviews into radio offers (native audio).

effect

In a study by Schlütz et al. (2016) examined the effect of advertorials. The results show that only 1/3 of all test subjects immediately recognize that this is paid advertising, even if this is marked. Since the participants only identified the promotional character after studying the ad, it can be assumed that readers first turn to the content before they notice the advertising intent. The advertising character of native advertising often goes unrecognized, especially among older people and people with a low level of education. In comparison, the credibility of the media was rated higher if the embedded advertising was not recognized. This seems to be an important fact, especially for advertisers.

Legal perspective

From a legal point of view, guidelines were published in December 2016 by the consumer protection agency "Federal Trade Commission" in the USA, in which it is specified that native advertising must be clearly labeled. In Germany this was regulated in the press code. Here, too, it is stated that advertising must be distinguished from editorial content by labeling and / or design.

criticism

Spiegel journalist Martin U. Müller sees native advertising as a “deliberate misdirection of the reader”. For serious news media, native advertising is a “risky exchange of credibility for money”. He describes it as an obvious dilemma that the more clearly the reader can see that it is advertising, the more questionable the sense of native advertising. There are also cautious voices in the advertising industry. Peter Figge, CEO of the advertising agency Jung von Matt , describes native advertising as "a brazen form of surreptitious advertising".

Individual evidence

  1. ↑ Paul Keers: Why Content Marketing Should Be Going Native ( English ) In: http://www.the-cma.com . Content Marketing Association (CMA). July 22, 2013. Archived from the original on December 31, 2014. Retrieved January 12, 2017.
  2. ↑ Lukas Ritzel, Steven Goodman, Cem van der Schaar: Native Advertising: The Trojan Horse of Marketing Strategists for the Ultimate Profit Model . Diplomica Verlag, 2013, ISBN 978-3-8428-8615-5 .
  3. ↑ a b c d e Deborah Hümpfner, Markus Appel: Native Advertising: Advertising that does not want to be recognized as such . In: The psychology of the post-factual: About fake news, "Lügenpresse", Clickbait & Co. Springer Berlin Heidelberg, Berlin, Heidelberg 2020, ISBN 978-3-662-58695-2 , p. 59–66 , doi : 10.1007 / 978-3-662-58695-2_6 (DOI = 10.1007 / 978-3-662-58695-2_6 [accessed January 11, 2020]).
  4. ^ Andrew Sullivan : Enhanced Advertorial Techniques ( English ) In: The Dish - Biased & Balanced . Retrieved January 12, 2017.
  5. ↑ Advertise & Sell: RMS and Mediascale test native advertising for audio | W&V. April 8, 2019, accessed June 19, 2019 .
  6. ↑ Daniela Schlütz, Celia Krietsch, Laura Schomaker: native advertising or product placement? An experimental study on the perception and effect of advertorials . In: Guido Zurstiege, Daniela Schlütz (ed.): Sociality and advertising . Herbert von Halem Verlag, Cologne 2016, ISBN 978-3-86962-199-9 , p. 83-95 .
  7. ↑ Michelle A Amazeen, Bartosz W Wojdynski: The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers . In: Journalism: Theory, Practice & Criticism . February 7, 2018, ISSN  1464-8849 , p. 146488491875482 , doi : 10.1177 / 1464884918754829 (DOI = 10.1177 / 1464884918754829 [accessed January 11, 2020]).
  8. ↑ Colin Porlezza: Digital journalism between news and native advertising - risks and side effects of a delicate relationship . In: Abort - upheaval - departure . Nomos Verlagsgesellschaft mbH & Co. KG, 2017, ISBN 978-3-8487-3326-2 , p. 249–270 , doi : 10.5771 / 9783845276663-249 ( nomos-elibrary.de [accessed on January 11, 2020]).
  9. ↑ Martin U. Müller : Soul Seller: How Native Advertising Spreads in the Media. November 9, 2014, accessed October 1, 2017 .
  10. ↑ Isabell Hülsen and Martin U. Müller : Soul Seller . In: Der Spiegel . tape April 17 , 2014 ( spiegel.de [accessed October 1, 2017]).