Native advertising

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Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. For example, an article written by an advertiser to promote their product, but using the same form as an article written by the editorial staff. The word "native" refers to the content's coherence with other media on the platform.


One form of native advertising, publisher-produced brand content, is similar in concept to a traditional advertorial, which is a paid placement attempting to look like an article. [1]

Formats for native advertising include promoted videos, images, articles, commentary, music and other media. Examples of the technique include Search advertising (ads appearing alongside search results are native to the search experience) and Twitter with promoted Tweets, trends and people. Other examples include Facebook's promoted stories or Tumblr's promoted posts. Content marketing is another form of native advertising, placing sponsor-funded content alongside editorial content [2] or showing "other content you might be interested in" which is sponsored by a marketer alongside editorial recommendations.[3]In addition, it is important to note that the earliest form of native advertising was Hallmark, with its Hall of Fame series which began airing in 1951 (and still airs today). According to Grensing-Pophal, "The award-winning series is arguably one of the earliest examples of 'native' advertising—advertising that is secondary to the message being delivered, but impactful through its association with valued content."[4] Moreover, Amazon and many other companies advertise their content to users based on their previous search histories, but the difference between native advertising and other types of marketing techniques is that such ads can be promoted through Facebook, Twitter and other social media.[5] It is "about how brands now work with online publications to reach people" Some problems that arise with this tool is that consumers view these advertisements as "annoying" instead of useful because according to Quigley, reason why native advertising carries a negative perception may be from the days of the in-your-face advertorial [however,] if the content is useful and presents something your audience didn't know before, they're likely to trust it and refer back."[4]


The types of platforms and websites that participate in native advertising can be split into two categories, "open" and "closed" platforms:[6][7][8] Mobile platforms such as Hubbl have also been developed.[9][10]

  • Closed platforms are brands creating profiles and/or content within a platform, then promoting that content within the confines of that same closed platform. Examples include Promoted Tweets on Twitter, Sponsored Stories on Facebook, City, Vivas and TrueView Video Ads on YouTube. Large publishers, such as Washington Post, have recently started introducing their own native advertising formats.[11]
  • Open platforms are defined by promoting the same piece of branded content across multiple platforms within native ad formats. Unlike closed platforms, the branded content asset lives outside the platform.
  • Hybrid platforms allow publishers to install a private marketplace, while having the option to allow advertisers from other platforms to bid on the same inventory either through direct sales or programmatically through Real-Time Bidding (RTB).

See also[edit]


  1. ^ "This Infographic Explains What Native Advertising Is". December 13, 2012. 
  2. ^ "Why Content Marketing Should Be Going Native". 
  3. ^ Hallett, Tony. "What is native advertising anyway?". Retrieved 1 November 2014. 
  4. ^ a b Grensing-Pophal, Lin (2014). "Consumers Coming to Accept Native Advertising Done Right". Econtent 6: 8. Retrieved 1 November 2014. 
  5. ^ Hallett, Tony. "What is native advertising anyway?". Retrieved 1 November 2014. 
  6. ^ "Native Advertising: A Powerful Performance Driver". Retrieved November 23, 2014. 
  7. ^ "What is native advertising?". March 6, 2013. Retrieved November 23, 2014. 
  8. ^ Mark Chu Cheong (September 7, 2014). "Native Ads Part Deux: The Growth of Open Native Advertising". Retrieved November 23, 2014. 
  9. ^ Barry Levine (October 16, 2013). "Ad Network Airpush Buys Hubbl, Promises 1st Native Ad Platform". Retrieved November 23, 2014. 
  10. ^ "Startup of the Week – Hubbl". October 18, 2012. Retrieved November 23, 2014. 
  11. ^ Bercovici, Jeff. "The Washington Post Dives Into Native Advertising". Forbes. Retrieved 3 April 2014. 

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