Native Advertising: Creating a True Win-Win Media Environment

Journalist Resources published an article containing research and commentary on the increasing use and effectiveness of “native advertising,” a rapidly growing format for sponsored content. (Stefanie Knoll, August 19, 2015, journalists resource.org). The article reports the growing design of ads to look like original or editorial content because “banner” ads are not attracting consumer attention, and the increasing use of ad blocking technology allows consumers to avoid online advertising on sites they visit with their laptops, iPhones and iPads.

The report emphasizes the controversy over native advertisers with proponents seeing it “attractive because it allows them to take advantage of the credibility and authority of journalistic outlets. By making ads appear to be editorial content, the advertisers are able to catch consumers off guard.” Critics contend “that it infringes on the the barrier that should separate the editorial and business sides – a deliberate division meant to protect and maintain journalistic independence.” Continue Reading →