Question

Native Advertising Online, Mobile, and Social Media Marketing Marketers have always advertised in traditional media such Can Absolutely Break," IBM explains how businesses can as newspapers, television, and magazines, but today they use social media, and Cottonelle tells readers how to fix the are increasingly creating content for the online platforms of mistakes they are making in the bathroom. Social media are these media through native advertising, also called sponsored also getting in on the action. For example, Facebook reaped content. This form of promotion is not new. It dates back to more than S1 billion in mobile native advertising alone in just the late 1880s as "reading notices" that placed information one quarter. The rapid growth of native advertising has also about brands and companies in news stories, usually without indicating sponsorship. However, sponsorship of today's na FTC recently held a conference, "Blurred Lines: Advertising or tive advertising is often clearly labeled. Native advertising Content? An FTC Workshop on Native Advertising" to discuss is growing quickly. It is now offered by 73 percent of online the issues of blending advertising with news and other content, publishers, and more than 40 percent of brands now use it. For leaving some to wonder if further regulations are forthcoming example, Forbes's BrandVoice lets companies such as IBM and CenturyLink place content both in the print magazine and 129. Find examples of native advertising on various on its digital platform at Forbes.com. Readers can learn from Century Link about how big data will change travel marketing or from Samsung about how to close the gender gap in science, technology, engineering, and math (STEM) education. Other publisher sites, such as The Huffington Post, help marketers° 12-10. Debate whether the FTC's current regulations and create sponsored content. Its HuflPost Partner Studio provides writers, designers, and editors who assist business partners in creating relevant content about their brands in the familiar HullPost voice. Fiber One tells readers "11 Diet 'Rules You caught the attention of the Federal Trade Commission. The ers' Web and mobile sites. Create a presentation with screenshots showing the content and how it is identi- fied. Has the content been shared with others via social media? (AACSB: Communication; Use of IT) guidelines regarding online advertising are adequate for this nature of advertising promotions, Will the FTC likely issue new guidelines or regulations? (AACSH Communication; Reflective Thinking)

Answer 1

12-9 Examples of Native Advertising:

• Print Advertorials : This is one way of showcasing brands through articles and editorials. In the below image the whole of it is an information providing article. In the below right hand side corner the brand is showcased. The brand or its product has got nothing to do with the article. This is one form of a native advertisement.
  GUINNESS GUIDE TO CAPE CODS 1 An eyster of soperb flaver. Its chief enemy is the starfish, which wraps ts arms about the oyster and forees tbe valves open with its feet. The batle lasts for hours, until the starfish is rewarded with a good meal, but alas, no Guinaess NEW ORLEANS: This was Jean Lahtte's oyster, which is now used in Oyiters Rocke feller. Valuable pearls are never found in esrea sirgisice, the family to which East Coast oysters belong GREENPORT: These oysters have a salty flavor all their own. They were a smash hit with the whalers who shipped out of Creea port in olden days. Oysters contain iron, copper, jodine, calcium, magaesium, phos phorous, Vitamin A, thiamine, ribolavin and niacin. The Emperer Tiberius prae- tically lived con opstere TANGIER This is one of the sweetest and OYSTER BAY: Oyster Bays are mild and heavy-shelled. It is said that oysters yawa at night. Monkeys know this and arm them selves with small stones They watch fot an to yawn and then pop the stone is between the shells. "Thus the oyster is ex. posed to the greed of the monkeys most succulent oysters. It comes Erem the Eastern Sho Maryland. Pecahontas fed Tangiers to Captain John Smith, with famous results Oysters go down best with Gainness, which has long been regarded as the perfect complement for all sca-food. DELAWARE BAY:This was William Penn's BLUEPOINTS: These delicions little favorite oyster, only 15% of oysters are caten on the half shell. The rest find their way into stews, or end their days in a blaze ef glory as "Angels on Horseback." One oyster was distinetly heard to whistle. from Creat South Bay somewhat resemble the famoas English'natives' of whieh Dis- racli wrote: "I dined er rather supped at the Carltonof oysters, Guinsess and broiled bones, and got to bed at half past twelve. Thus ended the most remarkable LYNNHAVEN These gigantic osters were Diamond Jim Brady's faverites. More fish- ermen are employed eatching oysters than any other sea food. The Damariscotta mound in Maine centains three million bushels of oyster shells, piled there by pre- historic Bradys. day hitherto of my life." L.L OYSTERS taste their best whern washed down with drafts of Guinness-what Professor Saintsbury in "Notes On A Cellar-Book" called "that noble liquor-the comeliest of black malts." Most of the malt used in brewing Guinness comes from the fertile farms of Southern Ireland,and CHINCOTEAGUMany epicures regard Chincoteagues as the supreme aristocrats of the eyster tribe, but some West Coast gourmets prefer the Olympia oyster, which is no bigger than your thumbnail. Both Chincoteagues and Olympias are at best with Guinness the yeast is descended from the yeast by Guinness in Dublin one hun- used dred and ninety years ago. Guinness Stout brewed by Arthur Guinness Son & Co., Inc., Long Island City. N.Y. @ия
  

Online advertorials :

As you can see it’s labeled “Sponsor Content.” And except for the header and navigation bar, it is embedded among other IBM content. Furthermore, the article is written by David Laverty, Vice President of Marketing, Big Data, and Analytics at IBM. Yet it matches the editorial and design style of Atlantic.

The Atlantic in BUSINESS TECH HEALTH SPONSOR CONTENTWhats tis POWER IN DATA: Turning Facts Into Discoveries As Big Data Grows, a New Role Emerges: the Chief Data Officer Innovator Chat: Improving the Customer Experience with Big Data Now Live Adding this new position to the C-Suite will help companies utilize Big Data to gain a competitive advantage. Inhi Cho Suh David Laverty, Vice President Marketing, Big Data and Analytics, IBM Mar 17, 2014 Vice President of Big Data for IBM Twot in sare 42 8-1 40 BIG DATA AND THE CUSTOMER EXPERIENCE REVOLUTION

• In-Feed Advertisements:

  All these links do is push you to content on other publishing sites, with a few commercial mixed in. Companies like Sharethrough, Outbrain, and Respond provide the network to run such ads, and advertisers pay for the clicks.

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12.10 : The Federal Trade Commission (FTC) helps in restricting the advertisement agencies or brands to promote themselves where the advertisement has material misinterpretation or omission of information which may mislead the consumer. Following issues can help us understand the relation between FTC and native advertising in the online media better:

1. From the FTC’s perspective, the watchword is transparency. An advertisement or promotional message shouldn’t suggest or imply to consumers that it’s anything other than an ad.
2. Some native ads may be so clearly commercial in nature that they are unlikely to mislead consumers even without a specific disclosure. In other instances, a disclosure may be necessary to ensure that consumers understand that the content is advertising.
3. If a disclosure is necessary to prevent deception, the disclosure must be clear and prominent.

Native advertisement is never attempted to be undermined by FTC. It is the role of the advertiser not to promote misleading information through the online media or promote malicious or blasphemy content just to create a hype over the brand. Honest advertising methods and promotions have always helped the consumer and in the progress of the economy. FTC acts as a regulator that ensures advertisements does not coax the consumer to buy products through deception. Online advertisements is relatively a new phenomenon and gradually it is setting its own pace with the encouragement of the viewers and under the observation of the FTC.

FTC may use new guidelines if there is any mischief on the part of the Online advertisers based on the consumer review, but at present any fresh guideline that might hinder the online advertisers does not seem likely.