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Abstract

In this article, we develop an understanding of native advertising, a growing new form of online advertising, which we define as desired marketing communications that appear in-stream. Current forms of native advertising can be considered in terms of their secrecy: how aware a consumer is of a native advertisement’s source and intent. Based on existing research, we argue that less secretive native advertising will be more successful in the long run, and illustrate this using several cases. Finally, we detail important considerations for those marketers looking to capitalize on native advertising.

6. Native advertising is here to stay

In this article we built understanding of native advertising by exploring existing research and illustrative case studies demonstrating varying degrees of secrecy. Native advertising represents desired marketing communications that appear in-stream. It is a distinct form of online advertising that is both permission- or disclosure-based and is non-disruptive to a consumer’s experience. Effective native advertising does not principally rely on secrecy or deception. As consumers have shifted their content consumption to online mediums, marketers have been largely unable to duplicate their previous success with offline advertising. The advent of native advertising provides brands with a means to serve relevant and desired information to a broad, receptive audience. Formulating a coherent native advertising strategy and nurturing native audiences is critical to the success of any brand competing for online attention. Marketers that rely on deceiving consumers may see short-term benefits, but are unlikely to be rewarded with lasting consumer relationships. Those which instead adopt permission-based and non-disruptive models may witness a qualitative strengthening of the relationships that consumers have with their brands. Those brandsthat are able to fulfill consumer needs without reliance on secrets will be rewarded with long-term loyalty.