The Role of a Companion Banner and Sponsorship Transparency in Recognizing and Evaluating Article-style Native Advertising. Issue 1 (August 2018)

• Record Type: Journal Article
• Authors: Campbell, Colin; Evans, Nathaniel J.
• Is Part Of: Journal of interactive marketing. Volume 43:Issue 1(2018)
• Page Start: 17
• Page End: 32
• Publication Date: 2018-08
• Subjects: Native advertising -- Deception -- FTC -- Banner advertising -- Congruence; Direct marketing -- Periodicals; Internet marketing -- Periodicals; 658.87
• DOI: 10.1016/j.intmar.2018.02.002
• Languages: English
• ISSNs: 1094-9968

Abstract

Native advertising is a relatively new form of online advertising that matches the format of surrounding non-advertising content. The fact that native advertising blends into its context risks deceiving consumers who may be unaware the content they are viewing is actually advertising. Article-style native advertising, a native ad form that mimics the style of online news articles, is particularly concerning since consumers may not expect advertising to appear in such a format. Such concern is supported by research finding low efficacy of traditional disclosures on article-style native advertisements. We investigate a novel means of increasing ad recognition through the use of companion banner advertising. Across two experiments we demonstrate that inclusion of a companion banner boosts consumer recognition of the paid nature of article-style native advertising to the same degree as a traditional disclosure. In both cases we also find that the negative reactions caused by ad recognition are muted when a native ad is perceived as having higher sponsorship transparency. These effects occur for both familiar and unfamiliar brands. Taken together, results not only detail the efficacy of a new means of achieving adequate disclosure, but also develop greater understanding of how consumers respond to article-style native advertising.