Damian Radcliffe
Published in

Damian Radcliffe

Study: Why publishers need to approach native advertising with caution

Image and story first published on TheMediaBriefing

The rise of native

Blurred lines

Audiences struggle to identify native advertising

Impact on legacy and digital-born operators

“However, although we saw greater harm to digital-born organizations, legacy publishers may have more at risk. They have to protect and maintain their branded reputations.”

Implications for publishers

“And it needs to be transparent on every platform — desktop, mobile, social. With the increase in sharing and publisher posts to external platforms, content becomes unmoored from its origin. The branding and type of content (editorial vs. advertising) needs to be maintained.”

Potential solutions

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Research, analysis, teaching materials and journalistic output by the Carolyn S. Chambers Professor of Journalism at the University of Oregon

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Damian Radcliffe

Chambers Professor in Journalism @uoregon | Fellow @TowCenter @CardiffJomec @theRSAorg | Write @wnip @ZDNet | Host Demystifying Media podcast https://itunes.app