Supervisors info:
Αικατερίνη Ν. Σταυριανέα, Επίκουρη Καθηγήτρια, Τμήμα Επικοινωνίας και Μ.Μ.Ε, Εθνικό και Καποδιστριακό Πανεπιστήμιο Αθηνών
Summary:
According to Interactive Advertising Bureau (I.A.B, 2019), native advertising is a form of advertising, cohesive with the page content, assimilated into the design and consistent with the platform behavior that the viewer feels that the ads belong there. Recently, it has become the main form of online advertising, since people are using more often ad-blocking tools, that don’t allow the other forms of online advertisements. Moreover, not only the tolerance of users towards advertising has diminished, but the efficiency of traditional advertisements as well. However, the broad implementation of native advertising provokes some important issues, such as the potential deceptiveness and the need for advertisers and publishers to follow guidelines. Another crucial issue is the collaboration between journalism and advertising, which constitutes the fundamental prerequisite of native advertising, and to which degree this collaboration affects journalism’s independence. At the same time, with the evolution of technology, advertising and generally content creation encounter the development of artificial intelligence (Α.Ι), that tends to reach human cognitive competence. Given that, new A.I apps are being created and used by the biggest news organisations worldwide. My research revealed that people, although they say, in their majority, that they know what native advertising is about, in reality they don’t recognize it and they don’t have a firm attitude towards it, since their answers are at some points contradictory. Therefore, informing the consumers about native advertising should be the first step, so that they can pinpoint it and evaluate its implementation. Furthermore, the professionals showed with their answers that native advertising is here to stay and it’s going to evolve in order to cover the rapidly growing and changing needs of both the consumers and the advertisers.
Keywords:
advertising, online advertising, native advertising, artificial intelligence, communication
