SlideShare a Scribd company logo
1 of 44
"Ads that are seamlessly integrated into a
user's feed and are nearly indistinguishable
from organic content.”
Native Advertising
The NativeAd Rush Is On: Social Media BudgetsAre
Pouring Into In-StreamAds (BusinessInsider.com 11/5/13)
“There is no justification for misleading
readers, least of all ad efficacy. At stake is
the trust earned by the publication over
its entire lifespan.”
Native Advertising
If native advertising is so harmless, why does it rely on
misleading readers? (theguardian.com2/25/14)
Does the presence of native advertising
affect credibility judgments toward a
news website?
Native Advertising
Our study aimed to find out.
"We will ensure that there is never a doubt in
anyone's mind about what is Times journalism and
what is advertising.”
– Arthur Sulzberger Jr.

More Related Content

Viewers also liked (7)

Ramirez
RamirezRamirez
Ramirez
 
Berkey gerard2011
Berkey gerard2011Berkey gerard2011
Berkey gerard2011
 
Groves brown2011
Groves brown2011Groves brown2011
Groves brown2011
 
Fogel
FogelFogel
Fogel
 
Kian
KianKian
Kian
 
Brannan2011
Brannan2011Brannan2011
Brannan2011
 
Manosevitch
ManosevitchManosevitch
Manosevitch
 

Similar to Howe teufel

Med122 native advertising
Med122 native advertisingMed122 native advertising
Med122 native advertisingRob Jewitt
 
Buchel Native Advertising
Buchel Native AdvertisingBuchel Native Advertising
Buchel Native AdvertisingMadeline Buchel
 
study: readers' evaluations of native advertising in a mobile news app
study: readers' evaluations of native advertising in a mobile news appstudy: readers' evaluations of native advertising in a mobile news app
study: readers' evaluations of native advertising in a mobile news appSimone Krouwer
 
A qualitative study on readers' evaluations of native advertisements in a mob...
A qualitative study on readers' evaluations of native advertisements in a mob...A qualitative study on readers' evaluations of native advertisements in a mob...
A qualitative study on readers' evaluations of native advertisements in a mob...Simone Krouwer
 
Lo kristy revision
Lo kristy revisionLo kristy revision
Lo kristy revisionKristyLo3
 
Gustav Martner: стратегии для инновации в мире, управляемом информацией
Gustav Martner: стратегии для инновации в мире, управляемом информациейGustav Martner: стратегии для инновации в мире, управляемом информацией
Gustav Martner: стратегии для инновации в мире, управляемом информациейSvetlana Yavorskaya
 
MISLEADING ADVERTISEMENTS AND ISSUES
MISLEADING ADVERTISEMENTS AND ISSUESMISLEADING ADVERTISEMENTS AND ISSUES
MISLEADING ADVERTISEMENTS AND ISSUESIAEME Publication
 
The Natives Are Restless: Media, Marketing and Native Advertising
The Natives Are Restless: Media, Marketing and Native AdvertisingThe Natives Are Restless: Media, Marketing and Native Advertising
The Natives Are Restless: Media, Marketing and Native AdvertisingEric Cedo
 
[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca Lieb
[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca Lieb[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca Lieb
[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca LiebAltimeter, a Prophet Company
 
Has the needle swung too far? The perils of putting all your eggs in a digit...
Has the needle swung too far?  The perils of putting all your eggs in a digit...Has the needle swung too far?  The perils of putting all your eggs in a digit...
Has the needle swung too far? The perils of putting all your eggs in a digit...Diane Hannay
 
Native advertising
Native advertisingNative advertising
Native advertisingimoya87
 
[Webinar] driving accountability in mobile advertising
[Webinar] driving accountability in mobile advertising[Webinar] driving accountability in mobile advertising
[Webinar] driving accountability in mobile advertisingInMobi
 

Similar to Howe teufel (14)

Med122 native advertising
Med122 native advertisingMed122 native advertising
Med122 native advertising
 
Buchel Native Advertising
Buchel Native AdvertisingBuchel Native Advertising
Buchel Native Advertising
 
study: readers' evaluations of native advertising in a mobile news app
study: readers' evaluations of native advertising in a mobile news appstudy: readers' evaluations of native advertising in a mobile news app
study: readers' evaluations of native advertising in a mobile news app
 
A qualitative study on readers' evaluations of native advertisements in a mob...
A qualitative study on readers' evaluations of native advertisements in a mob...A qualitative study on readers' evaluations of native advertisements in a mob...
A qualitative study on readers' evaluations of native advertisements in a mob...
 
Lo kristy revision
Lo kristy revisionLo kristy revision
Lo kristy revision
 
Is Native Advertising the New Black?
Is Native Advertising the New Black?Is Native Advertising the New Black?
Is Native Advertising the New Black?
 
Gustav Martner: стратегии для инновации в мире, управляемом информацией
Gustav Martner: стратегии для инновации в мире, управляемом информациейGustav Martner: стратегии для инновации в мире, управляемом информацией
Gustav Martner: стратегии для инновации в мире, управляемом информацией
 
MISLEADING ADVERTISEMENTS AND ISSUES
MISLEADING ADVERTISEMENTS AND ISSUESMISLEADING ADVERTISEMENTS AND ISSUES
MISLEADING ADVERTISEMENTS AND ISSUES
 
The Natives Are Restless: Media, Marketing and Native Advertising
The Natives Are Restless: Media, Marketing and Native AdvertisingThe Natives Are Restless: Media, Marketing and Native Advertising
The Natives Are Restless: Media, Marketing and Native Advertising
 
[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca Lieb
[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca Lieb[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca Lieb
[Report] Defining and Mapping the Native Advertising Landscape, by Rebecca Lieb
 
Has the needle swung too far? The perils of putting all your eggs in a digit...
Has the needle swung too far?  The perils of putting all your eggs in a digit...Has the needle swung too far?  The perils of putting all your eggs in a digit...
Has the needle swung too far? The perils of putting all your eggs in a digit...
 
Native advertising
Native advertisingNative advertising
Native advertising
 
[Webinar] driving accountability in mobile advertising
[Webinar] driving accountability in mobile advertising[Webinar] driving accountability in mobile advertising
[Webinar] driving accountability in mobile advertising
 
Native Advertising
Native AdvertisingNative Advertising
Native Advertising
 

More from Knight Center (20)

Martin
MartinMartin
Martin
 
Britt
BrittBritt
Britt
 
Joseph yoo
Joseph yooJoseph yoo
Joseph yoo
 
Singer
SingerSinger
Singer
 
Griggs
GriggsGriggs
Griggs
 
Ting tingchia
Ting tingchiaTing tingchia
Ting tingchia
 
Symson
SymsonSymson
Symson
 
Garcia ruiz
Garcia ruizGarcia ruiz
Garcia ruiz
 
Brundrett. 2015
Brundrett. 2015Brundrett. 2015
Brundrett. 2015
 
J moroney
J moroneyJ moroney
J moroney
 
Collins
CollinsCollins
Collins
 
Ray
RayRay
Ray
 
Owen
OwenOwen
Owen
 
Royal blasingame
Royal blasingameRoyal blasingame
Royal blasingame
 
Diakopoulos
DiakopoulosDiakopoulos
Diakopoulos
 
Scacco
ScaccoScacco
Scacco
 
Havlak
HavlakHavlak
Havlak
 
Lee
LeeLee
Lee
 
Hernandez
HernandezHernandez
Hernandez
 
Robins
RobinsRobins
Robins
 

Recently uploaded

Julius Randle's Injury Status: Surgery Not Off the Table
Julius Randle's Injury Status: Surgery Not Off the TableJulius Randle's Injury Status: Surgery Not Off the Table
Julius Randle's Injury Status: Surgery Not Off the Tableget joys
 
BDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort ServiceDelhi Call girls
 
Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)Delhi Call girls
 
WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)
WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)
WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)Delhi Call girls
 
Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)Delhi Call girls
 
Busty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort Service
Busty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort ServiceBusty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort Service
Busty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort ServiceDelhi Call girls
 
America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...
America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...
America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...Andy (Avraham) Blumenthal
 
05052024_First India Newspaper Jaipur.pdf
05052024_First India Newspaper Jaipur.pdf05052024_First India Newspaper Jaipur.pdf
05052024_First India Newspaper Jaipur.pdfFIRST INDIA
 
Enjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort Service
Enjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort ServiceEnjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort Service
Enjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort ServiceDelhi Call girls
 
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...Axel Bruns
 
{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...
{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...
{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...hyt3577
 
China's soft power in 21st century .pptx
China's soft power in 21st century   .pptxChina's soft power in 21st century   .pptx
China's soft power in 21st century .pptxYasinAhmad20
 
Embed-4.pdf lkdiinlajeklhndklheduhuekjdh
Embed-4.pdf lkdiinlajeklhndklheduhuekjdhEmbed-4.pdf lkdiinlajeklhndklheduhuekjdh
Embed-4.pdf lkdiinlajeklhndklheduhuekjdhbhavenpr
 
Gujarat-SEBCs.pdf pfpkoopapriorjfperjreie
Gujarat-SEBCs.pdf pfpkoopapriorjfperjreieGujarat-SEBCs.pdf pfpkoopapriorjfperjreie
Gujarat-SEBCs.pdf pfpkoopapriorjfperjreiebhavenpr
 
Embed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopko
Embed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopkoEmbed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopko
Embed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopkobhavenpr
 
Nara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's Development
Nara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's DevelopmentNara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's Development
Nara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's Developmentnarsireddynannuri1
 
06052024_First India Newspaper Jaipur.pdf
06052024_First India Newspaper Jaipur.pdf06052024_First India Newspaper Jaipur.pdf
06052024_First India Newspaper Jaipur.pdfFIRST INDIA
 
Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...
Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...
Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...srinuseo15
 
Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...
Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...
Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...AlexisTorres963861
 
Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...
Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...
Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...narsireddynannuri1
 

Recently uploaded (20)

Julius Randle's Injury Status: Surgery Not Off the Table
Julius Randle's Injury Status: Surgery Not Off the TableJulius Randle's Injury Status: Surgery Not Off the Table
Julius Randle's Injury Status: Surgery Not Off the Table
 
BDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort ServiceBDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort Service
BDSM⚡Call Girls in Sector 135 Noida Escorts >༒8448380779 Escort Service
 
Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Palam Vihar (Gurgaon)
 
WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)
WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)
WhatsApp 📞 8448380779 ✅Call Girls In Chaura Sector 22 ( Noida)
 
Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)
Enjoy Night ≽ 8448380779 ≼ Call Girls In Gurgaon Sector 47 (Gurgaon)
 
Busty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort Service
Busty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort ServiceBusty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort Service
Busty Desi⚡Call Girls in Sector 62 Noida Escorts >༒8448380779 Escort Service
 
America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...
America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...
America Is the Target; Israel Is the Front Line _ Andy Blumenthal _ The Blogs...
 
05052024_First India Newspaper Jaipur.pdf
05052024_First India Newspaper Jaipur.pdf05052024_First India Newspaper Jaipur.pdf
05052024_First India Newspaper Jaipur.pdf
 
Enjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort Service
Enjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort ServiceEnjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort Service
Enjoy Night⚡Call Girls Rajokri Delhi >༒8448380779 Escort Service
 
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
AI as Research Assistant: Upscaling Content Analysis to Identify Patterns of ...
 
{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...
{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...
{Qatar{^🚀^(+971558539980**}})Abortion Pills for Sale in Dubai. .abu dhabi, sh...
 
China's soft power in 21st century .pptx
China's soft power in 21st century   .pptxChina's soft power in 21st century   .pptx
China's soft power in 21st century .pptx
 
Embed-4.pdf lkdiinlajeklhndklheduhuekjdh
Embed-4.pdf lkdiinlajeklhndklheduhuekjdhEmbed-4.pdf lkdiinlajeklhndklheduhuekjdh
Embed-4.pdf lkdiinlajeklhndklheduhuekjdh
 
Gujarat-SEBCs.pdf pfpkoopapriorjfperjreie
Gujarat-SEBCs.pdf pfpkoopapriorjfperjreieGujarat-SEBCs.pdf pfpkoopapriorjfperjreie
Gujarat-SEBCs.pdf pfpkoopapriorjfperjreie
 
Embed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopko
Embed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopkoEmbed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopko
Embed-2 (1).pdfb[k[k[[k[kkkpkdpokkdpkopko
 
Nara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's Development
Nara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's DevelopmentNara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's Development
Nara Chandrababu Naidu's Visionary Policies For Andhra Pradesh's Development
 
06052024_First India Newspaper Jaipur.pdf
06052024_First India Newspaper Jaipur.pdf06052024_First India Newspaper Jaipur.pdf
06052024_First India Newspaper Jaipur.pdf
 
Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...
Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...
Transformative Leadership: N Chandrababu Naidu and TDP's Vision for Innovatio...
 
Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...
Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...
Defensa de JOH insiste que testimonio de analista de la DEA es falso y solici...
 
Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...
Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...
Nurturing Families, Empowering Lives: TDP's Vision for Family Welfare in Andh...
 

Howe teufel

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16. "Ads that are seamlessly integrated into a user's feed and are nearly indistinguishable from organic content.” Native Advertising The NativeAd Rush Is On: Social Media BudgetsAre Pouring Into In-StreamAds (BusinessInsider.com 11/5/13)
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. “There is no justification for misleading readers, least of all ad efficacy. At stake is the trust earned by the publication over its entire lifespan.” Native Advertising If native advertising is so harmless, why does it rely on misleading readers? (theguardian.com2/25/14)
  • 34. Does the presence of native advertising affect credibility judgments toward a news website? Native Advertising Our study aimed to find out.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44. "We will ensure that there is never a doubt in anyone's mind about what is Times journalism and what is advertising.” – Arthur Sulzberger Jr.