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Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era

  • Chapter
Handbook of Media Branding

Abstract

The present article aims to shed light on the broader paradigm change that has led to native advertising as a revenue model for the publishing business recently. The early emergence of native advertising is thus described in the light of branded content and brand culture strategies, a set of marketing practices that modify firms’ branding through a fresh editorial approach. The development of the native advertising concept is further problematized as a manifestation of the intertwined and blurring lines between communication and information, i.e., between marketing and journalism practices. We finally discuss potential implications of this type of sponsored content and some managerial recommendations.

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Notes

  1. 1.

    http://www.zdnet.com/blog/foremski/every-company-is-a-media-company/715

  2. 2.

    Comcast/NBCUniversal, LLC, The Walt Disney Company, News Corp. Ltd./twenty-first Century Fox, Time Warner Inc., Viacom Inc./CBS Corp., Sony Entertainment, Bertelsmann SE & Co. KGaA, Vivendi S.A.

  3. 3.

    Radio Canada, BBC, SSR SRG.

  4. 4.

    http://www.mondaynote.com/2013/04/21/whats-the-fuss-about-native-ads/

  5. 5.

    http://www.washingtonpost.com/pr/wp/2014/11/19/the-post-launches-new-native-ad-feature-brandconnect-perspective/

  6. 6.

    Service-dominant logic (Vargo & Lusch, 2004).

  7. 7.

    http://www.sharethrough.com/nativeadvertising/

  8. 8.

    The Google sponsored links (Adwords) emerging in search engine results seem less intrusive than for instance the advertising appearing within Gmail which is not context-oriented.

  9. 9.

    http://www.wired.co.uk/news/archive/2013-10/16/buzzfeed-jonah-peretti

  10. 10.

    http://adage.com/article/media/publishers-enlist-editorial-staffers-ad-content/244025/?utm_source=Media=feed=Feed:+AdvertisingAge/Media

  11. 11.

    http://www.niemanlab.org/2014/09/native-advertising-is-growing-at-the-new-york-times/

  12. 12.

    http://www.themediabriefing.com/article/meredith-kopit-levien-beyond-native-advertising-at-the-new-york-times

  13. 13.

    http://www.mondaynote.com/2014/09/21/brace-for-the-corporate-journalism-wave/

  14. 14.

    http://www.mondaynote.com/archive/archives.php?t=the-quartz-way-2

  15. 15.

    http://www.businessweek.com/articles/2013-01-15/the-atlantic-the-church-of-scientology-and-the-perils-of-native-advertising

  16. 16.

    http://www.businessweek.com/articles/2013-01-15/the-atlantic-the-church-of-scientology-and-the-perils-of-native-advertising

  17. 17.

    http://www.niemanlab.org/2014/11/the-newsonomics-of-talking-points-memos-native-advertising-shift/

  18. 18.

    http://www.mondaynote.com/archive/archives.php?t=the-quartz-way-2

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Author information

Authors and Affiliations

  1. Platinn, Plateforme Innovation, Fribourg, Switzerland

    Stéphane Matteo & Cinzia Dal Zotto

  2. University of Neuchâtel, Neuchâtel, Switzerland

    Stéphane Matteo

Authors
  1. Stéphane Matteo
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  2. Cinzia Dal Zotto
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Corresponding author

Correspondence to Cinzia Dal Zotto .

Editor information

Editors and Affiliations

  1. IPMZ Institute, University of Zurich, Zurich, Switzerland

    Gabriele Siegert

  2. Institute of Journalism, University of Vienna, Vienna, Austria

    Kati Förster

  3. College of Journalism and Communication, University of Florida, Gainesville, Florida, USA

    Sylvia M. Chan-Olmsted

  4. Transformation Center MMTC-Media Management, Jönköping International Business School, Jönköping, Sweden

    Mart Ots

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© 2015 Springer International Publishing Switzerland

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Matteo, S., Zotto, C.D. (2015). Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era. In: Siegert, G., Förster, K., Chan-Olmsted, S., Ots, M. (eds) Handbook of Media Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-18236-0_12

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