Journalism and Mass Communications, College of


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Copyright (c) 2016 Emily Giller


Native advertising is a different approach to advertising that welcomes content-based marketing. According to the Interactive Advertising Bureau (IAB), native advertising is defined as “paid for content that is relevant to the consumer experience, and is integrated into the surrounding content and is not interruptive”. Native advertising is advertising disguised as regular news content. Specific examples of native advertising include: sponsored posts, Search Engine Marketing (SEM), print stories that appear in newspapers or magazines but are promoted by a brand, and promoted posts on social media. The point of native advertising is to straddle the line between advertising and editorial content and engage the consumers with category-relevant information (Ling, 2014). Native advertising is offering marketers a more effective way to engage with consumers, which is proven through higher clickVthrough rates than traditional banner ads, particularly through mobile devices (Hoelzel, 2015). However, the concept of native advertising is still controversial. In the United States, publishers and advertisers are highly encouraged to make sure native ads are labeled as “sponsored content,” as to not deceive or confuse consumers. The purpose of this study was to look at native advertising from an international perspective, focusing and comparing the United State’s use of native advertising to Ireland’s use of native advertising.