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Concept
Native advertising
Summary
Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that matches, or at least blends in, with the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. The word native refers to this coherence of the content with the other media that appear on the platform.
These ads reduce a consumers' ad recognition by blending the ad into the native content of the platform, even if it is labeled as "sponsored" or "branded" content. Readers may have difficulty immediately identifying them as advertisements due to their ambiguous nature, especially when deceptive labels such as "From around the web" are used. Since early 2000s, the US FTC has required content that is paid for by advertisers and not created by the publisher as content to be labeled. There are different terms advertisers can use but in all cases the ad content must be clearly labeled as ad. According to the FTC: "The listings should be clearly labeled as such using terms conveying that the rank is paid for."
In recent years, consumers have responded more positively to advertising appealing to emotion with some advertisers seeking to have their ads integrated into entertainment that is being presented. These types of integrated advertisements allow businesses to be associated with content that is already being consumed.
Product placement (embedded marketing) is a precursor to native advertising. The former places the product within the content, whereas in native marketing, which is legally permissible in the US to the extent that there is sufficient disclosure, the product and content are merged.
Despite the ambiguity surrounding native advertising's invention, many experts consider the Hallmark Hall of Fame, a series which first aired in 1951 and still running today, as among the earliest instances of the technique.
Contemporary formats for native advertising now include promoted videos, images, articles, commentary, music, and other various forms of media.
Official source
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