AU MA Social Media

A class blog about social media.

Online Media Survival Skill

Posted by Karen on August 5, 2014

What is Native Advertising?

Defined by a Wikipedia page, “Native advertising is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which they are placed. The advertiser’s intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it. The word “native” is used to refer to the formatting of the advertising materials to make them appear more consistent with other media in the recipient’s universe.”

Now we may realized that many of us probably have fallen into the Native Advertising trap. It has been the method that many influential bloggers gain their income for a long time. For example, fashion blog Who What Wear is one of the leading fashion blogs for years. If you look into every entry, it is a native advertising. It almost never fails to add “shop now” links into the content and take the readers to a shopping site to purchase the product featured in the blog.

John Oliver talked about Native Advertising in his HBO show Last Week Tonight,expressed “it’s gross, but this is our fault.” His solutions? Flip the whole thing by placing news into advertisements.



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