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BRANDS BRINGING NEWS: READERS’ REACTIONS TOWARDS HYBRID ADVERTISEMENTS IN ONLINE NEWS MEDIA
Simone Krouwer
Simone.krouwer@uantwerpen.be
“A type of hybrid advertising in which advertisers create or
sponsor content intended to blend in with the editorial content”
(Carlson, 2014, p. 850).
NATIVE ADVERTISING
3
4
European spendingon native advertising would reach
€13.2 billion by 2020
a
156% increase on today
And take a
52% shareof the digital display market.
5
CHALLENGES
SIMONE.KROUWER@UANTWERPEN.BE
Uses an Ad-blocker
Does not want to pay for online
news
Suffers from “Banner Blindness”
Brandscan earn attention and authority
6
Mediacan monetize their online content
?
ADVERTORIALS
7
NATIVE ADVERTISEMENTS
Same style as context Most known from magazines Labeled as “advertorial” Explicit selling message Brand-oriented content
Same style as context Less commercial Many labels Looks even more like an
editorial story
Comparing different types of hybrid advertisements:
More commercial Less commercial
Previous studies on hybrid advertisements:more editorial = more advantageous
8
Persuasion Knowledge Model
Intentional exposure theory
attention
Source credibility theory
Spill-over theory
trust
appreciation
Lower:- Ad recognition (H1b)- Perceived commerciallity (H1b)
Higher:- Attention (H1c)- Appreciation (H1a)
- Entertainment- Information- Irritation
- Change in attitude towardsthe advertiser (H2)
9
HYPOTHESES: NATIVE ADVERTISEMENTS:
=
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News media
≠• Offline magazines• Radio• television
RQ: ACCEPTABLE / MISLEADING?
Free (NU.nl) VS
Paid (NRC.nl)
news website
Pre-tested (N = 55)
Repeated measures ANOVA
Sig. different on credibility
• (F (1, 33) = 9.28, p = .005)
• NRC.nl (M = 4.45, SD = 0.96)
• NU.nl (M = 3.75, SD = 1,03)
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SPILL-OVER EFFECT (H3)
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Online 2 X 2 between-subjects experiment:
• 2 types of hybrid advertising:- Advertorials (more commercial) - Native Advertisements (more editorial)
• 2 types of news websites:- High-authority (NRC.nl)- low-authority (NU.nl)
• N = 312• 60.6% female• Mage = 34 years, SDage = 15.23 years
ADVERTORIALS
NATIVE ADVERTISEMENTS
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MEASURES
After experiment:
• Ad recognition• Appreciation
(information, amusement, irritation)• Change in attitude towards the
advertiser (Coca-Cola)• Spill-over effects website:
high VS low authority website
After informing participants:• Acceptance• Attention / avoidance
• Control variables: web experience, newswebsite familiarity, age, education…
ANCOVA ANALYSIS & PREACHER AND HAYES MEDIATION ANALYSIS
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Native advertisements
VS Advertorials
Perceivedcommerciality
Attention
Appreciation
Acceptance
Brand attitude
Medium authority
Web + Online news reading
experience
YES NO
“Did you notice any advertising?”
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Native advertisements 60% 40%
Advertorials: 73% 27%
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COMMERCIAL IRRITATION ATTITUDE TOWARDS THE BRAND
(no differences in amusement and information)
NATIVE ADVERTISEMENTS, WHEN COMPARED TO ADVERTORIALS…
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Recognition of commercial intentions
Advertising condition Irritation
-.37**.47**
.25 (-.42)*
Unstandardized estimates are shown. *p<.01, **p<.001
Irritation
Recognition of commercial intentions
Attitude towards theadvertiser
-.51*-.21**
-.07 (.07)NS
21
We found
NO
differences in
SPILL-OVER EFFECTS
of news website credibility
on
AD APPRECIATION
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Then we explained participants that they had
just seen either a
NATIVE ADVERTISEMENT
or
ADVERTORIAL
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READERS
reported a significantly
HIGHER
intention to
AVOID ADVERTORIALS
Advertorials (M = 5.02, SD = 0.12)
Native advertisements (M = 4.26, SD = 0.12)
(F (1, 308) = 21.10, p < .001)
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NATIVE ADVERTISEMENTS
were perceived as significantly
LESS MISLEADING
and
MORE ACCEPTABLE
Acceptable: (F (1, 308) = 10.67, p = .001). Misleading: (F (1, 308) = 9.20, p =.003).
25
MAIN CONCLUSION
- Readers perceived native advertisements as:
- Less commercial
- Less irritating
- Less misleading
- More acceptable
- More positive change in attitude towards the brand, but also lowerbrand recall
- No influence of type of news website
26
?
BUT….
ADVERTISERS
27
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TAKE A CLOSER LOOK AT:
• News media credibility• Persuasion Knowledge• Behavior (eye-tracking)• Implicit memory• Disclosure VS content• News Categories
QUESTIONS?
Simone.krouwer@uantwerpen.be
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