The digital press has evolved from static or interactive banner advertisements to integrating advertising into news and editorial content. This has stimulated an increase in press income in Spain and ...Portugal, with a simultaneous and progressive decline in conventional advertising revenues. In-feed native advertisements promoting branded content campaigns have become important drivers of awareness. However, content recommendation advertisements posing as news often produce sensationalist headlines, which rarely correspond to the actual content of the article. This neuromarketing study aims to determine the attention generated and the intensity of emotions produced by both types of content. The study is utilizes eye-tracking techniques and galvanic skin response analysis (GSR) on a sample of 60 subjects to compare the perceptions of young Spanish and Portuguese readers. Additionally, the stimuli used were taken from the digital editions of El País and El Mundo (Spain), as well as Correio da Manhã and Diário de Notícias (Portugal). The results suggest that in-feed native advertising captures greater attention among the youth than content recommendation advertisements, even though the intensity of emotions is more likely related to the content than to the format of content presentation.
Building on the field theory, this study examined how disclosure of native advertising at popular U.S. news websites may relate to their organizations' positions in the journalistic field. The study ...found divergent disclosure practices across websites, between language and visual disclosures, and between native ad links on the homepage and native ad posts on story pages within a website. Overall, older organizations with more Pulitzer awards and younger organizations with relatively more Pulitzer awards and social media followers seemed to execute clearer disclosure. Moreover, the organizations with more Pulitzer awards seemed to impose a clearer disclosure language on native ad links at gateway locations than those with fewer awards but lessened disclosure of native ad posts on the landing pages. The older news websites with more social media followers adopted an obscurer disclosure language of native ad links but distinguished native ad posts more once audiences landed on the content page. This study recommends media effect scholars take a holistic approach to assess ad recognition and suggest publishers build on cultural capital as an ultimate defense against heteronomous forces.
Declining revenues from offline and online ads has led publishers to pursue new avenues, such as native advertising: camouflaging ads as news. Critics of native advertising claim that this form of ...advertising blurs the boundaries between editorial and commercial content, and can reduce the audiences’ trust in editorial content. However, little research has assessed the possible effects of native ads on audiences’ trust in news. With an experimental design embedded in an online survey (N = 733) representative of the Norwegian population, this study explores the consequences of political native advertising for citizens’ trust in political news. This article discusses how political native advertising poses a challenge to the boundary between journalism and advertising as well as the boundary between journalism and powerful elites. Our study examines (1) how prominently native advertisements should be labelled in order for readers to recognize them as advertising content and (2) whether exposure to such ads reduces readers’ trust in political news. Our most important finding shows that when explicitly labelled, native advertising by political parties can reduce people’s trust in political news.
This study investigated how ad disclosure and ad recognition predict the effectiveness of native advertising in relation to persuasion knowledge. Two experimental studies revealed that evaluation of ...a natively formatted ad was influenced by knowledge of social media advertising tactics and ad recognition, rather than the explicitness of ad disclosure. Findings suggest that recognition of the natively formatted ad was triggered mostly by prior experience with social media ads, rather than ad disclosure. These findings also suggest the limited effects of ad disclosure and signify the importance of consumer education. Theoretical and practical implications are discussed.
This research aims to understand the unique aspects of social media that should be considered by a destination marketing organization (DMO) to create advertisements that attract the interests of ...tourists on YouTube. It examines the effectiveness of two YouTube-specific practices—native advertising and comment management. Two studies with a multi-method approach examined the effects of such practices on tourists’ perceptions regarding DMOs’ YouTube advertisements and destinations. The results showed that tourists positively perceived the advertisements and the destinations when DMOs’ YouTube advertisements were recognized as non-advertising content, and when native advertising was emphasized in the comment section of the YouTube advertisements. By delving into the necessary adaptations within the current video marketing communication framework for social media platforms, this study contributes to the field of destination advertising. Moreover, it provides practical insights into effective video advertising strategies for social media platforms that DMOs can implement.
Recently, anecdotal evidence has suggested that native advertising in social media can be considered another important arena for people to build desired self-presentational images and online ...identities. Thus, it calls for an empirical analysis on people’s responses to native advertising from a perspective of self-presentational desire (SPD). This study proposes a conceptual model to examine the role of SPD on people’s responses to native advertising, i.e., advertising acceptance (AC) and advertising engagement (AE), in social media. The model was validated using survey data collected from a large social community. The results indicate that SPD is a crucial determinant of native advertising responses. Moreover, AC partially mediates the relationship between SPD and AE. This work contributes to our understanding of advertising responses by extending the theory of self-presentation to the context of native advertising and generates several critical managerial insights for social media providers and advertisers.
Digital news is progressively blurring with commercial content at the same time that mobile technology is increasingly being used to access news. To understand if these trends affect ability to ...distinguish news from covert advertising, two experiments were conducted among U.S. adults examining whether viewing content on a mobile device versus computer interacts with motivation levels in affecting recognition of native advertising. Consistent with tenets of the Covert Advertising Recognition and Effects model, results show that although people with greater motivation to process media content were more likely to recognize native advertising, it was not enough to compensate for the greater cognitive effort required when using a mobile device.
Camouflaging Church as State Ferrer Conill, Raul
Journalism studies (London, England),
10/2016, Letnik:
17, Številka:
7
Journal Article
Recenzirano
This paper explores the increasing trend of adopting native advertising in the digital editions of traditional news media outlets. Native advertising is defined here as a form of paid media where the ...commercial content is delivered within the design and form of editorial content, as an attempt to recreate the user experience of reading news instead of advertising content. Methodologically, this study examines 12 news websites of legacy newspapers from Sweden, Spain, the United Kingdom, and the United States, and analyzes the adoption of native advertising during the span of January 2015. Subsequently, these advertisements are analyzed in terms of type, form, function, integration, measurement, disclosure, and authorship. The results show that while the degree of implementation is still modest, the way in which it is implemented is uneven across countries.
We examine a new form of propaganda, political native advertising, in which political actors, including foreign governments, buy space in independent media outlets to publish advertisements that are ...camouflaged as standard news stories. Those who engage in this form of propaganda hope to exploit the higher credibility of the hosting media site to enhance the persuasiveness of their message. Despite the obvious political implications and ethical issues at stake, political native advertising has received almost no scholarly attention. Our article begins to redress this imbalance. Using an online survey experiment with real political native advertisements in the Washington Post and The Telegraph bought by the Chinese government, we provide some of the first empirical evidence on basic but important features of political native advertising. We find, among other things, that respondents struggle to distinguish political advertisements from standard news stories regardless of their level of education and media literacy, that political advertisements are more convincing if they appear on and are perceived as news from an independent hosting media site than in a government-controlled news outlet, and that trust in the hosting media site declines if the political advertisement is detected.
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