Native Advertising on TV: Effects of Ad Format and Media Context&lt;br /&gt; &amp;nbsp;

Chad Whittle,Fei Xue

doi:10.12973/ojcmt/2651

Abstract

Native advertising has become popular on websites and social media platforms in recent years. Now the TV industry is starting to develop its own native ads/sponsored content. The current research examined this newer form of native advertising – native video ads on TV. Using advertising format (video vs. text/image) as a within-group variable and media context (news vs. entertainment) as a between-group variable, a repeated measures was run to explore the effects on viewers’ attitude-toward-the-ad, ad trust, brand interest, as well as perceived differences between native ads and traditional advertising formats. In general, participants reported a more favorable attitude toward video native advertising than text/image advertising. Native ads embedded in news content were perceived as more trustworthy than those embedded in entertainment content. Advertising format also seems to affect how participants perceived the differences between native advertising and traditional advertising.

Highlights

Since the beginning of broadcast and cable television, these industries have relied on advertising to stay in business and to earn a profit
A 2 × 2 mixed between-and within- factorial design was utilized to explore the effects of native advertising format and media context on audiences’ attitude-toward-the-ad, ad trust, and brand interest
Using media context as a between-group variable and advertising format as a within-group variable, a repeated measures test was run to explore their impact on attitude-toward-the-ad, ad trust, brand interest, as well as the perceived differences between native ads and traditional advertising formats

Summary

Introduction

Since the beginning of broadcast and cable television, these industries have relied on advertising to stay in business and to earn a profit. For decades the most popular format for television ads has been 30 and 60-second ads. These ad formats have brought TV networks millions of dollars in revenue year after year. As with other media, the Internet has disrupted the TV industry’s business model and is forcing the industry to invest in new ways in which to provide advertisers with an effective experience that will help them sale their products and services. One new advertising format that TV is testing is native advertising. This ad type was originally used on the Internet. By 2021, native display ad revenue will make up 74% of total US

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