You are here

Native Advertising in the Communication Activities of Russian Banks

Научные исследования: 

For citation: Osmanova A.I. (2018) Nativnaya reklama v kommunikatsionnoy deyatel'nosti rossiyskikh bankov [Native Advertising in the Communication Activities of Russian Banks]. Mediaskop 1. (in Russian). Available at:

DOI: 10.30547/mediascope.1.2018.8


© Anna I. Osmanova

PhD student at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),



The article represents history of development of native advertising as genre, starting with the first examples of such adverts and ending with the current examples of native advertising materials in different spheres, especially banking and finance.

There are two key differentiation points of native advertising compared to other traditional communication formats named in the article: organic inclusion of native ad material into editorial content (that is why it is called "native") and the fact that usually the media itself is the author of such advertising material.

The following factors are named key for native advertising development: decrease of the efficiency of traditional communication format and influence of the ad blocking programmes spreading.

There is a formula suggested in the article which can be applied for native advertising efficiency assessment: ROI = ( reach х % target behavior х customer OR target behavior lifetime value) - (production costs + distribution costs + customer OR behavior support cost)

Among the positive aspects of native format the author names high potential audience engagement and viral effect, while among the negative aspects the author names resources required for production and potential ethic conflict on the issue of correct marking of such materials (either this is a "partner" material, or "sponsored" material, or something else).

Vast statistics on native advertising usage and efficiency measures is provided in the material, followed by the potential criteria of efficiency described by the author. The author states that native genre will develop further in the communicational field.

Keywords: native advertising, marketing, public relations, communication.



Andersen S. BuzzFeed on How to Make Native Advertising Go Viral. Native Advertising Institute, 2016, December 2. Available at:

Belorukova E. Nativnaya reklama − chto eto [Native Advertising – what is it]., 2016, September 26. Available at:

Bhat F. Ad Blocking's Unintended Consequences. Harvard Business Review, 2015, August 12. Available at:

Druzhinin A., Vovnyakova A., Berezhnaya N. Zakonna li nativnaya reklama [Is Native Advertising Legitimate]., 2016, January 25. Available at:

Exploring the effectiveness of native ads. Sharethrough, 2013. Available at:

Joel M. We Need a Better Definition of Native Advertising. Harvard Business Review, 2013, February 13. Available at:

Kak ustroen keshbek? [How is cashback organised?]. Meduza, 2016, December 6. Available at:

Kramer J. The Native Advertising Strategies Big Banks Are Using To Get Your Attention. Pathmatics,2016, September 30. Available at:

Lubin G., Hudson H. 29 Eye-Tracking Heatmaps Reveal Where People Really Look. Business Insider, 2014. July 22. Available at:

Manalo J. A Brief History of Native Advertising. The Content Strategist, 2014. March 28. Available at:

Marshall J., Alpert L.I.  Publishers Take On Ad-Agency Roles With Branded Content. The Wall Street Journal, 2016, Dectmber 11. Available at:

Mozhno li prozhit' den' v Moskve v svoe udovol'stvie bez rublya v karmane? [Is it possible to live a day in Moscow at your pleasure without a ruble in your pocket?].  The Village, 2016. Available at:

Native advertising in Europe to 2020. Enders Analysis, 2016, March. Available at:

Nativnaya reklama: pochemu eto kruto i pochemu ee nikto ne umeet delat' [Native Advertising: why is it cool and nobody can make it]. Medium, 2015, October 30. Available at:нативная-реклама-почему-это-круто-и-почему-ее-никто-не-умеет-делать-4ae7e060f549

Neozhidannoe prevoskhodstvo [Unexpected Superiority]. GQ, 2015, June 15. Available at:

New Survey: 5 Facts About Native Advertising and News Media Industry. Native Advertising Institute, 2016, October 31. Available at:

Pomogi Rossii vyyti iz krizisa [Help Russia Overcome the Crisis]. Meduza, 2016, December 15. Available at:

Soloflex: World's First Infomercial. Available at:




Berneys E.L. (2015) Kristallizatsiya obshchestvennogo mneniya [Crystallization of Public Opinion]. Moscow; OOO «I.D. Vil'yams» Publ.

Gorokhov V.M., Shilina M.G. (2012) Svyazi s obshchestvennost'yu: innovatsionnye rakursy issledovaniya [Public Relations: Innovative Perspectives of Approach]. Mediaskop 2. (in Russian). Available at: (aссessed: 01.09.2017).

Grinberg T.E. (2014) Sistemnye faktory razvitiya svyazey s obshchestvennost'yu [System Factors of Development of Public Relations]. In: Gorokhov V.M. (ed.) Svyazi s obshchestvennost'yu i reklama v sistema kommunikatsiy. Sbornik nauchnykh trudov kafedry reklamy i svyazey s obshchestvennost'yu [Public relations and advertising in the communication system. Collection of scientific works of the Department of Advertising and Public Relations]. Moscow: Faculty of Journalism, Moscow St. Univ. Publ., vol. 9, pp. 45−63.

 Melekhova A.S. (2015) Nativnaya reklama kak element digital-kommunikatsionnoy strategii brenda [Native Ad as an Element of Digital-Communicational Strategy of the Brand]. Vestnik ekonomiki, prava i sotsiologii 3: 242−245.

Vartanova E.L. (2016) Gibridizatsiya pressy: ob"edinyaya traditsii i innovatsii [Hybridization of the Press: Integrating Traditions and Innovations]. MediaAl'manah 5: 8–10.