Native advertising is a growing trend as traditional online advertising methods decline in effectiveness. Native ads are designed to blend into the surrounding editorial content rather than interrupting the reader. Various types of native ads exist such as sponsored articles and recommended widgets. While native ads see higher engagement rates than traditional ads, some argue they risk deceiving readers if not properly distinguished from organic content. The future of native advertising depends on balancing advertiser, publisher and reader interests through transparency and quality content.

1. NATIVE
A D V E R T I S I N G
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By: Jessica Gizuk

2. T H E Y B L I N K .
T H E Y F O L L O W .
T H E Y I R R I T A T E . "
What's wrong with advertisements?
"
[10]

3. "
[1]
"I don't know if there are any
generations that love advertising"
[3]-Steve Patrizi, VP of Marketing and Revenue at Imgur
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4. -
$21.8billionofadvertising
revenuewas blocked
in2015.
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[10]

5. " Web advertising revenues
are falling and no one seems to
have a solution that would
keep readers happy while
allowing advertisers and
publishers to make a profit."
THE AGE
OF AD
BLOCK
[8]
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6. What does
this mean for
the future of
online
advertising?
<a href="http://www.freepik.com/free-photo/desk-with-a-laptop-a-cup-of-coffee-and-a-calendar_878794.htm">Designed by Freepik</a>

7. NATIVE
ADVERTISING
"Publishersaspiretodeliverpaidadsthataresocohesivewith
thepagecontent,assimilatedintothedesign,andconsistent
withtheplatformbehaviorthattheviewersimplyfeelsthat
theybelong." [9]

8. <a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto - Freepik.com</a>
“Ads ‘go native’ in the sense
that they’re created for the
editorial surroundings” [5]
- Paul Keers, London Bureau
Chief, White Light Media

9. "Their reaction should be the same as if they
clicked on editorial content.” [5]
- Nathan Lump, director of branded content at Condé Nast
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10. “Brands are everywhere,
and have now leaked into
what has been traditionally
the editorial space – not
just the content, but the
look and feel of the
content.” [3]
- David Hallerman, eMarketer Analyst,
cited in The New York Times
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11. Types of Native Advertising
[7]
Promoted Listings
In-Feed Units
- Products included in a list of results designed by the company
- Example: "Sponsored Products"
- Currently used by companies including Google and Amazon
- Articles, written using an editorial style, promoted in the general
section of a publication
- Articles may have a guaranteed placement in the publication
- Example: "Sponsored by..."
- Currently used by companies including Buzzfeed and Twitter

12. Types of Native Advertising
Recommended Widgets
Paid Search Units
- Sponsored advertisements located alongside recommended
articles for the column
- Example: "You might enjoy..."
- Sponsored search results
- Guaranteed placement, often near the top of the list for higher
viewing rates
- Example: "Advertisements related to..."
- Currently used by search engines [7]

13. say native advertising is here to stay
said their companies will increase their
native advertising budgets
said their company used native advertising
in the past year
72%
58%
63%
58%
[1]

14. "Native video ads are proven to
drive results, including high view
rates, as well as boosting brand
metrics such as favorability and
purchase intent."
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- Brad Piggott, VP &
Industry Lead of
Autos at Yahoo
[6]

15. “Upworthy said its
native ads did 38
times better than
the industry
standard for social
content”
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[2]

16. <a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Evening_tao - Freepik.com</a>
57 % of millennials are
willing to check out
sponsored online content,
as long as it's interesting. [5]

17. “Marketers that rely on
deceiving consumers may see
short-term benefits, but are
unlikely to be rewarded with
lasting consumer
relationships."
<a href="http://www.freepik.com/free-photos-vectors/business">Business
image created by Pressfoto - Freepik.com</a>
[4]

18. “Effective native
advertising does not
principally rely on secrecy
or deception”
<a href="http://www.freepik.com/free-photos-vectors/gold">Gold image created by Freepik</a>
[4]

19. [4]
<a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto -
Freepik.com</a>
Business ethics must
be considered when
producing native
advertisments

20. Traditional advertising methods have been
replaced. Advertising is now about producing
stories that engage readers beyond website links. [7]
<a href="http://www.freepik.com/free-photos-vectors/technology">Technology vector created by Freepik</a>

21. [7]
The future of native advertising
is to be decided by consumers
and professionals at large.
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22. W O R K S C I T E D
[1] AdWeek Staff. “Infographic: Native Advertising Grows Despite Budget and Transparency Concerns.”
AdWeek, 16 Feb 2015, http://www.adweek.com/digital/infographic-native-advertising-grows -
despite-budget-and-transparency-concerns-162963/. Accessed 25 Feb. 2017.
[2] Castillo, Michelle. “Emotional and Effective, Upworthy’s Native Ads Have Brought in More Than $10
Million for the Site.” AdWeek, 20 Feb 2015, http://www.adweek.com/digital/emotional-and-
effective-upworthys-native-ads-have-brought-more-10-million-site-163041/. Accessed 25 Feb.
2017.
[3] Castillo, Michelle. “Secrets to advertising to an anti-advertising generation.” CNBC, 27 Apr 2016,
http://www.cnbc.com/2016/04/27/secrets-to-advertising-to-an-anti-advertising-generation.html.
Accessed 27 Feb. 2017.
[4] Campbell, Colin, and Lawrence Marks. “Good native advertising isn’t a secret.” Business Horizons, vol.
58, no. 6, 2015, http://www.sciencedirect.com.proxy.queensu.ca/science/article/pii/S0007681315
00084. Accessed 25 Feb. 2017.
[5] Griner, David. “Infographic: What Millennials Want From Native Ad Content.” AdWeek, 17 Mar 2015,
http://www.adweek.com/creativity/infographic-what-millennials-want-native-ad-content-163526/.
Accessed 25 Feb. 2017.
[6] Johnson, Lauren. “How Jeep Got Tech Geeks and Lifestyle Enthusiasts to Watch Its Ads on Yahoo.”
AdWeek, 16 Dec 2015, http://www.adweek.com/digital/how-jeep-got-tech-geeks-and-lifestyle
-enthusiasts-watch-its-ads-yahoo-168663/. Accessed 25 Feb. 2017.
[7] Manic, Marius. "The Rise of Native Advertising." Bulletin of the Transilvania University of
Brasov.Economic Sciences.Series V, vol. 8, no. 1, 2015, pp. 53-58 ABI/INFORM Global;
Business Premium Collection, https://search-proquestcom.proxy.queensu.ca/docview/16924791
75?accountid=6180. Accessed 26 Feb. 2017.

23. W O R K S C I T E D
[8] Mortished, Carl. "Readers have declared war on publishers." Globe & Mail [Toronto, Canada], 3 July
2015, p. B2. Canadian Periodicals Index Quarterly, go.galegroup.com.proxy.queensu.ca/ps/i.do?
p=CPI&sw=w&u=queensulaw&v=2.1&it=r&id=GALE%7CA420327989&asid=345009df25ee25d5
6f665fc1f29036f5. Accessed 1 Mar. 2017.
[9] “The Native Advertising Playbook.” IAB, 4 Dec 2013, http://www.iab.net/media/file/IAB-Native-
Advertising-Playbook2.pdf. Accessed 26 Feb. 2017.
[10] Rosenwald, Michael. “The digital media industry needs to react to ad blockers … or else.” Columbia
Journalism Review, Sept/Oct 2015, http://www.cjr.org/business_of_news/will_ad_blockers_kill_
the_digital_media_industry.php. Accessed 27 Feb. 2017.