Native advertising is a type of advertising , mostly online , that matches the form and function of the platform upon which it appears. In many cases it functions like an advotorial and manifests as a video, article or editorial.The word “native” refers to this coherence of the content with the other media that appear on the platform.
Native advertising is produced by an advertiser with the specific intent to promote a product while matching the form and style which would otherwise be seen in the work of the platform’s editorial staff.
An important aspect of advertising in general is net impression, which is a reasonable consumer’s understanding of an ad. The power within native advertising, however, is to inhibit a consumers’ ad recognition by blending the ad into the native content of the platform, making many consumers unaware they are looking at an ad to begin with. The sponsored content on social media, like any other type of native advertising, can be difficult to be properly identified by the Federal Trade Commission because of the rather ambiguous nature. Native advertising frequently bypasses this net impression standard, which makes them problematic.
Product placement (embedded marketing) is a precursor to native advertising. Instead of embedded marketing’s technique of placing the product within the content, in native marketing the product and content are merged.
While there is, to a degree, a merger of advertising and content, native advertising is legally permissible in the US to the extent that there is sufficient disclosure.
NAME:- TUSHAR WAMAN
CLASS:- SY-BBA-IB
ROLL NO:- 382
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