Native advertising seeks to implant advertisements into indistinguishable pieces of media so that audiences are not immediately aware that they are advertisements. Native advertising, and more specifically, advertorials, combine elements of editorials (independent articles written by staff writers for websites, newspapers, and magazines) with paid-for content (sponsored by companies).
According to Sharethrough, a company that researches and promotes native advertising, native advertising is winning over conventional “bannered” ads. Because these advertisements match “the individual look and feel” of the website to which they are displayed, consumers are drawn to them just as they are to other content on the website. According to Sharethrough, “native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”. Because these advertisements are finessed to fit in with the surrounding “free” content, native advertisements seek to blur the lines between advertising and editorial.
If the model holds, these advertisements fill the “need” of the audience, publisher, and advertiser – audiences will read content despite it’s marketed angle.
Read a full introduction to native advertising here
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