This study of five hundred consumers compared the effectiveness of earned media articles written by journalists and others compared to paid or sponsored content, commonly known as branded articles, native advertising, or just advertising. The study revealed that the greatest percentage of participants viewed earned media articles as the most credible and effective. What’s more, […]
Was I Wrong About Branded Articles?
The public relations industry has historically had a rocky relationship with what are called branded articles and the concept of native advertising. A few years back, I joined the PR chorus, questioning the effectiveness of branded articles. In contrast, what the PR industry has traditionally valued is known as earned media. Earned media refers to […]
Native Advertising: Here’s How to Make It Work
According to the Federal Trade Commission, (FTC), “marketers and publishers are using innovative methods to create, format, and deliver digital advertising. One form is ‘native advertising,’ content that bears a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it online. But as native advertising evolves, are consumers able to […]
Keeping Native Advertising Honest
Native advertising refers to published content – an article – that naturally fits in with the look, feel, and other content in a publication.
Understanding Native Advertising (Branded Articles)
Native advertising refers to advertising in the guise of an editorial that is published in a print or online publication.