Native advertising is a form of advertisement that naturally integrates with content, providing benefits such as higher engagement and shareability for brands, while also posing challenges like potential consumer confusion and loss of trust. The document discusses examples of native advertising across various platforms and emphasizes the importance of media literacy to navigate this evolving advertising landscape. It presents both the advantages and drawbacks for brands, media providers, and consumers, urging heightened awareness and understanding among audiences.

1. Native Advertising
Jordyn, Erin, David, Mitch – Group 23

2. What is Native Advertising?
 Form of advertisement
 “The activity of explicitly paying for media space or time in order to direct favorable
attention to certain goods or services.” Turow, p. 91
 What’s different?
 Fits naturally on a page
 “Undisruptive”
 Chance to speak naturally with customers
 Building relationships in digital environments Native Advertising: IAB

3. Ultimately, we will show the benefits and drawbacks of native advertising, as well
as examples, in order to demonstrate that integrating native advertising into daily
life is a matter of media literacy.

4. Benefits
• Brands
• Media Content Providers
• Consumers

5. Brands
 Shareable Nichols
 “Viral”

8. Brands
 Shareable Nichols
 “Viral”
 Higher click-rates than banner ads Hoelzel
 Particularly on mobile devices
 Cost effective Phil for Humanity
 Versus traditional
 Targeted
 Increased attention
 25% more likely to look at than banner Delaurentis
 Higher perception
 “Ad blindness”
 Potential for following

9. Media Content Providers
 Flow of advertisement with content Phil for Humanity
 More useful and interesting to consumers
 Perception of the media provider
 Ads are more noticeable to modern, more ad-blind consumers
 Ad space sales

10. Consumers
 Informative Social Media Pros and Cons - Resources
 Versus banner ads
 Accountability of companies to consumers Chand
 Undisruptive Native Advertising: IAB
 Versus pop-up ads

12. Drawbacks
• Brands
• Media Content Providers
• Consumers

13. Brands
 Consumers may not realize the posts are advertisements Phil for Humanity
 Internalization
 Deception
 Potential for lost trust
 No set standards/no ways to compare performance for most forms of native ads
 Potential loss of revenue
 Spam?

14. Media Content Providers
 Confusion and deception Phil for Humanity
 Perception of media content provider
 Advertorial with a twist
 Spam  lowering rank of website
 Potential for decreased traffic

15. Consumers
 Deception and confusion Phil for Humanity
 Increased need for media literacy
Ad-blindness
 Disruptive? Austin
 Focus group: advertisement-free news

16. Examples
Media Literacy and You…

17. Hint?

19. Pinterest
 Promoted Pins
 Definition: “Promoted Pins are just like regular Pins, only you pay to have them seen by more people.
They’re native ad units that perform just as well, if not better, than organic Pins, helping people discover
and save ideas for their future.” Pinterest for Business
 Marketing Goals
 Awareness
 “Introduce your brand to the most desired audience around”
 Walgreens increased referral traffic
 Engagement
 People save pins they are considering for future projects
 Bank of America: doubled engagement
 Traffic
 Increased traffic to advertiser’s website
 Dot & Bo: daily clicks increased 18000%

20. What’s the difference?
Scroll a bit to
find out!

21. Tumblr
 Sponsored Post
 “Just like regular Tumblr posts—just way more visible” Heine
 Targetable
 Sponsored Day
 Native ad / Banner ad hybrid Heine

22. Again… What’s the difference?
But… What’s the same?

23. In conclusion…
 Benefits and drawbacks
 Takes many forms in our daily lives
 Navigating this relatively new form of advertising will require media literacy skills

24. Works Cited
Austin, S. (2015, January 23). Consumer attitudes to native advertising. Retrieved November 18, 2015, from https://yougov.co.uk/news/2015/06/23/consumer-attitudes-native-advertising/
Chand, S. (2012, July 7). 6 Main Benefits of Advertising to Consumers. Retrieved November 18, 2015, from http://www.yourarticlelibrary.com/advertising/6-main-benefits-of-advertising-to-consumers/2037
DeLaurentis, J. (2013, October 13). What is Native Advertising & What Are the Benefits? Retrieved November 18, 2015, from http://www.womensmarketing.com/blog/2013/10/what-is-native-advertising/
Heine, C. (2015, April 16). Tumblr Debuts New Ad That Sits at the Top of Users' Dashboards for 24 Hours. Retrieved November 18, 2015, from http://www.adweek.com/news/technology/tumblr-debuts-new-ad-
sits-top-users-dashboards-24-hours-164099
Hoelzel, M. (2015, May 20). Spending on native advertising is soaring as marketers and digital media publishers realize the benefits. Retrieved November 18, 2015, from http://www.businessinsider.com/spending-
on-native-ads-will-soar-as-publishers-and-advertisers-take-notice-2014-11
Native Advertising: IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. (n.d.). Retrieved November 18, 2015, from http://www.iab.com/guidelines/native-advertising/
Nichols, T. (2015, May 28). What Are The Benefits Of Native Advertising? Retrieved November 18, 2015, from http://www.exactdrive.com/news/what-are-the-benefits-of-native-advertising’
Social Media Marketing Pros and Cons - Resources. (2012, September 2). Retrieved November 18, 2015, from https://www.psprint.com/resources/social-media-marketing-pros/
Turow, J. (2013). Financing and Shaping the Media. In Media Today: Mass Communication in a Converging World (5th ed.). Taylor & Francis.
Phil for Humanity, The Pros and Cons of Native Advertising. (2013, June 11). Retrieved November 18, 2015, from http://www.philforhumanity.com/Native_Advertising.html
Promoted Pins. (2015). Retrieved November 18, 2015, from https://business.pinterest.com/en/promoted-pins