Colin Campbell, Pamela Grimm, Manoj Hastak, Michael Panzera, Laura Sullivan, & Bart Wojdynski. Native Advertising: Evolving Understanding and Emerging Concerns. 2017 AMA Marketing & Public Policy Conference.
Abstract: Native advertising is a form of advertising that blends into the form and function of the digital environment in which it is placed (Campbell and Marks, 2015; FTC, 2015a, 2015b; IAB, 2013; Wojdynski and Evans, 2016). Similar in form to advertorials (Kim, Pasadeos and Barban, 2001; van Reijmersdal, Neijens, and Smit, 2005), native advertising potentially raises ethical concerns since it can mask the source and commercial intent of the advertisement (Petty and Andrews, 2008; Wojdynski and Evans, 2016). In response to these concerns, the FTC has developed guidelines for appropriate disclosure in native advertising (FTC, 2015a, 2015b) as well as hosted events dedicated to better understanding how consumers respond to native advertising (FTC, 2013, 2016). Conceptual (e.g. Carlson, 2005; Campbell and Marks, 2015) and empirical (e.g. Lee, Kim, and Ham, 2016; Wojdynski, 2016; Wojdynski and Evans, 2016) academic understanding of native advertising is also developing. Despite these advances, there much remains to be discovered about this new ad form. Our goal with this special session is promote research on the important policy, business, and marketing implications stemming from the growth of native advertising. Our aim is to bridge current understanding across these different spheres, stimulate conversation on this important topic, and identify policy-relevant research opportunities. In short, the session will synthesize current knowledge of native advertising and advance an agenda of where research on this topic is needed.
Advertising Nativeness as a Function of Content and Design Congruence
Abstract: Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness as experienced by media users, developed a scale to measure this perception, and examined how it influence advertising outcomes. Using survey data about 32 ad […]
Abstract: This panel engages in a debate about native advertising contextualized within the boundaries of journalism. While this advertising format is not new, it accelerates the trend of blurring the boundaries between news and ads by producing commercial content that looks and feels like news. The capacity of native advertising to potentially alter how the […]