FILM 240 Flipbook Assignment

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?
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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.