Advertising’s Gone Native

1)
Philanthropic
Cost efficiency
Indictment
Mitigated
Click bait
Faustian pact

2)
Click bait is a term for an attention-grabbing link on a website. The link is paid by advertisers who earn revenue based on how many times the link is clicked.

3)
The following readings are about Native Advertising, explaining how brands like Buzzfeed have taken advantage of this new style of advertising disguising to be articles. Buzzfeed is a good example of a company who is using Native Advertisements. They lure their consumers by making their ads look like regular news articles. Traditionally advertisements and content were easy for consumers to distinguish the two, however in recent times this has changed as we are now unable to tell the difference. Although Buzzfeed is being criticised using this style of advertising, they are the one of many few companies who choose to clarify who is sponsoring them.

The article goes on to argue that native advertising is deceiving consumers by not making it clear enough if what they’re reading is an advert or actual news. Buzzfeed’s board member Chris Dixon says that he wouldn’t necessarily say native advertising is tricking readers, if they enjoy the reading. Other companies have begun to follow this route hoping they will gain the same growth in revenue that Buzzfeed has gained.

Whilst new companies choose to not say who is promoting them, it is Buzzfeed’s team that sets them apart with their competition. This is because they make all the content, channel and ads, however in order for Buzzfeed to continue they’re successful outburst. Buzzfeed will have to continue and design new methods from stopping their readers in differentiating ads and organic content. Otherwise consumers might begin to stop reading their content.

4)
Native advertising’s crucial problem is that deceives its readers. Due to Buzzfeed’s rapid success, our chances have increased in entering other websites with this form of advertising. We should have the right to know whether we are reading an advertisement or it will continuously feel like we’re entering a trap. This particular topic reminds me of the recent appointment of America’s new president Donald Trump. Trump is known for his wealth and his unexpected achievement in being elected president. He promises an investment on infrastructure which surely should create more jobs for people. Now chosen, working class voters have come across to realise that construction workers will be priority. Going back to native adverts, the left out voters are in the same position as those who have finished reading a native ad. They were introduced to this idea, unknowingly that it was all a deception from beginning.

5)
Should native advertising be more identifiable to customers, even if they enjoy what they’re reading?

SEARCH Me: Google a Case Study

This blog will be evaluating how Google performs as a search engine. It shall have an insight towards its algorithyms and the company’s values.

1)
Metadata
GOP primaries
Big Data
Malleability
Murketing (Murky Marketing Tactics)
Edgerank

2)
The term Edgerank is an algorithm that is used by Facebook. When entering the Facebook webpage after log in, the next page you come across is your ‘Newsfeed’. Edgerank assesses which posts (news) should appear on your feed. Actions like ‘likes’, ‘shares’ and ‘comments’ are called ‘Edges’. The method is to hide the uninteresting stories. The more ‘Edges’ you receive the likelier your post is going to get viewed.

3)
The Article explains that Google over the years has had a huge transformation compared to its early days as a basic search website. It is now the number one search engine; its algorithm development has distanced itself from all its competitors. They have met up with their consumers needs in providing more dynamic searches than stable sources.

Google has become a guide for searchers, as it influences what we should think or buy; however some argue this could also be a bad thing. The website is vastly filled with so much data that it has the power to include and not include which public impressions should show and be kept away. If a user is searching for something the site has introduced auto complete and rank brain, which means that it can finish off your sentences and show the most relevant results.

Every user has an unofficial account with Google, meaning that if 2 people searched the same word they would receive different results. This is because Google has saved your search history and filtered the results to your preference. We as users pay no money to use Google, except someone must pay for its engineers. Google sells it’s users data to advertisers who so desperately want and need it. Many criticise this personalisation and manufactures the site has made, however it doesn’t seem to be a problem for Google with their revenue reaching 14 billion.

4)
When searching for a word on Google the user must wonder how does the website decide which results appear first. In their analysis Pasquale
explains,

“It rates sites on relevance and on importance. The more webpages link to a given page, the more authoritative Google deems it” (2015, p.64).

My first impression of the search engines algorithm reminded me of Christopher Nolan’s movie ‘Inception’. The movie involves a thief with the extraordinary ability to enter people’s dreams. At some point in the film the character is left with a difficult task in planting an idea in someone’s brain; which involves creating a dream within a dream. The character faces the possibility of getting lost and never finding his way back. This concept reminds me of the complications users face with web links taking them to different websites.

For example, a user might be searching something on a specific topic and be taken to a website which has various links to click on. Once clicking on one, there is a chance that the user will begin to get lost and forget what they originally searched about. Just like Nolan’s character, Google’s algorithm in can be problematic for users who face the chance in getting lost through a series of thoughts.

5)
So I ask, who gains more Google or it’s users?

Bibliography

Pasquale, F. (2015) The Black Box Society. Harvard University