Advertising’s Gone Native

Cost efficiency
Click bait
Faustian pact

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.

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.

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.

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

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