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Native Advertising: Marketing Flop Or Marketing Future

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Introduction

Native advertising is paid advertising that camouflages with the platform is it presented on. This marketing tactic is very tactical, as it allows the consumer to believe they are choosing the content fed to them. A lot of feedback on other forms of advertising, shows that consumers have felt that advertisements are being forced on them. This leads to the aspect of not trusting ads. Native advertising is a step in the right direction, allowing the consumer to feel as though they are not being forced to listen to information but rather they have the choice to click/watch/listen. I have found through personal experience, that native advertising is an essential stepping stone in societal advancement. This advancement in marketing has positively influenced the consumer’s experience.

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Organization

The product being advertised is an app called “30 Day Fitness Challenge” boxes. I found this ad through the platform Snapchat. While on Snapchat, there is a discover page that is also a form of native advertising. This is a section where sponsored ads and platforms for other advertisements are shown. Some examples other than Buzzfeed, where I found the app being advertised are Tik Tok, Postmates, Daily Mail, and Beauty Insider. All of these “Stories” you can click on are forms of native advertising, as Snapchat acts as the platform for these ads. I noticed how when I clicked on “BuzzFeed”(An American Internet media and news company focused on digital media) many different articles came up. As I clicked through the story, there was an advertisement for an application called “30 Day Fitness Challenge.” This was a video with flashy colors telling me to swipe up on the video. I found that any place on the screen that you tapped except the right hand side, automatically brought me to the app store with the opportunity to download said application. The Buzzfeed format matched the Snapchat format in the viewing of stories, and the application promoted matched this format as well.

Publishing site

This publication is through Snapchat, and the design features of the Buzzfeed story blends in perfectly with the format of Snapchat. The ads pop up as options you can click on in your discover page, and they have the exact same format as any other story you may have subscribed to. For instance, I subscribed to a story called “satisfying posts”, this comes up directly next to the ads being natively advertised on the Snapchat platform not giving me any indication of the differences between stories I subscribed to and those I did not. Some may say this is unethical, but because I am given the choice to click on the ad I find this to an ethical aspect of advertising.

Analysis

Some features that ensure this ad is perceived as a continuation of optional stories and not false content fed to the consumer, is the alignment. The alignment is extremely important to make sure there is no detectable difference between the paid advertisements, and the content that you have chosen for your feed. The consistency of design is something integral to maintaining this feeling of a singular platform. The only noticeable difference is in the top right corner once you already click on the post. It is the option to subscribe, in the format of a bookmark icon. This allows you to choose to subscribe to this advertising platform through snapchat. As I clicked through the “BuzzFeed” story on Snapchat, I came across the application that is being advertised. This application fit in perfectly with the format of Buzzfeed, as Buzzfeed is filled with posts that display bright word text colors, and videos.

Evaluation

My personal thoughts of this form of native advertising was one of acceptance. I was not angry when the application appeared on my screen to download, as I would have been mad if I did not choose to click on these stories. Native advertising’s purpose is to give the consumers a feeling that they are in control of what they see, and this example of native advertising did just that. I felt this ad was very well displayed, without the intention of deceiving the consumer. This was an ethical and effective way to advertise a new application through the format of Buzzfeed, on the platform Snapchat.

Conclusion

In conclusion, I have found through my own experiences as well as researching others, that native advertising is a very ethical and smart way to promote something. I did not have a clear understanding of what native advertising was before completing this assignment, and that is a perfect example of what the purpose of native advertising is. Native advertising is meant to promote a company or service, without the consumer being aware they are being fed information. I believe this type of advertising is going to help our market advance in ways we have never thought of. Some ads may come across as false or infiltrating to the consumer, but this format of advertising is a very respectable way to promote many things.

Reference

  • Shewan, D. (2018). Native Advertising Examples: 5 of the Best (and Worst). Retrieved from https://www.wordstream.com/blog/ws/2014/07/07/native-advertising-examples
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