Features of the use of native advertising in modern Russian-language online publications

For citation: Makarina A., Markelova K. Features of the use of native advertising in modern Russian-language online publications // Mediascope. 2021. Issue 1. Available at: http://www.mediascope.ru/2697

DOI: 10.30547/mediascope.1.2021.9

@ Anastatia A. Makarina

Lomonosov Moscow State University alumnus, Bachelor of Journalism, Master student at Faculty of Advertising and Public Relations, Immanuel Kant Baltic Federal University (Kaliningrad, Russia), n.sea@list.ru

@ Kirill V. Markelov

Doctor of Political Science, Professor at the Chair of Journalism, Lomonosov MSU branch campus in Sevastopol (Russia), kirillmarkelov@mail.ru 

Abstract

The article defines native advertising, determines its correlation with other types of advertising, identifies the features of its use in modern Russian online publications, and describes the trends of its evolution in the Russian media space. The study showed a steady increase in the number and variety of formats of this type of advertising in Russian-language online publications, which indirectly indicates its greater effectiveness compared with the most common banner advertising on the Internet.

Key words: online publication, effectiveness of advertising, banner advertising, indirect advertising, native advertising

Notes

Druzhinin A., Vovnjakova A., Berezhnaja N. Zakonna li nativnaja reklama [Is native advertising legal?] [Jelektronnyj resurs]. – Rezhim dostupa: https://www.sostav.ru/publication/nativnaya-reklama-20662.html, svobodnyj. – (data obrashhenija: 02.11.2020).

David A. Hyman, David Franklyn, Calla Yee, Mohammad Rahmati. Going Native: Can Consumers Recognize Native Advertising? [Jelektronnyj resurs]. – Rezhim dostupa: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2816655, svobodnyj. – (data obrashhenija: 31.01.2021).

Lili Levi A “Faustian Pact”? Native Advertising and the Future of the Press [Jelektronnyjresurs]. – Rezhim dostupa: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2579341, svobodnyj. – (data obrashhenija: 31.01.2021).

Emelina V., Sysoljatina E. Nativnaja reklama kak metod reshenija problem vosprijatija potrebiteljami tradicionnoj reklamnoj kommunikacii [Native advertising as a way of tackling problems of perception of traditional advertising communication by consumers] // Reklamnyj vektor-2016: 10 let innovacij. [Advertising vector-2016: 10 years of innovations] 2016. URL: https://www.elibrary.ru/item.asp?id=29152593 (data obrashhenija: 02.11.2020)/

Native Advertising: Meaning of Native Advertising by Lexico [Jelektronnyj resurs]. – Rezhim dostupa: https://www.lexico.com/definition/native_advertising, svobodnyj. – (data obrashhenija: 02.11.2020).

You Mon Tsang The FTC may bark at native ads, but it won’t bite [Jelektronnyj resurs]. – Rezhim dostupa: https://venturebeat.com/2014/02/20/the-ftc-may-bark-at-native-ads-but-it-wont-bite/, svobodnyj. – (data obrashhenija: 31.01.2021).

Native Advertising Defined [Jelektronnyj resurs]. – Rezhim dostupa: https://nativeadvertisinginstitute.com/resources/native-advertising-definition/, svobodnyj. – (data obrashhenija: 02.11.2020).

Lili Levi A “Faustian Pact”? Native Advertising and the Future of the Press [Jelektronnyjresurs]. – Rezhim dostupa: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2579341, svobodnyj. – (data obrashhenija: 31.01.2021).

IAB Native Advertising Playbook [Jelektronnyj resurs]. – Rezhim dostupa: https://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf, svobodnyj. – (data obrashhenija: 02.11.2020).

Charlton G. 40% of consumers are unaware that Google Adwords are adverts [Jelektronnyj resurs]. –