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

Научные исследования: 
Выпуски: 

 

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).

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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).

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A Neuroscience Perspective [Jelektronnyj resurs]. – Rezhim dostupa: https://www.sharethrough.com/neuroscience/, svobodnyj. – (data obrashhenija: 02.11.2020).

A Neuroscience Perspective [Jelektronnyj resurs]. – Rezhim dostupa: https://www.sharethrough.com/neuroscience/, 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).

Chto takoe partnerskie materialy na «Meduze»? [What is partner materials at ‘Meduza’?] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/cards/chto-takoe-partnerskie-materialy-na-meduze, svobodnyj. – (data obrashhenija: 02.11.2020).

Chto takoe partnerskie materialy na «Meduze»? [What is partner materials at ‘Meduza’?] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/cards/chto-takoe-partnerskie-materialy-na-meduze, svobodnyj. – (data obrashhenija: 02.11.2020).

Zagorec Ja. Kogda vse horosho, reklamirujsja. Kogda vse ploho, reklamirujsja objazatel'no. Kak biznesmeny v 2020 godu budut reshat' svoju «problemu vagonetki» [When everything goes well, advertise yourself. When everything goes wrong, advertise yourself necessarily. How will business people solve their ‘trolley problem’ in 2020.]  [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/feature/2020/04/03/esli-mozhesh-reklamiruysya, svobodnyj. – (data obrashhenija: 02.11.2020).

Chto takoe partnerskie materialy na «Meduze»? [What is partner materials at ‘Meduza’?»?] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/cards/chto-takoe-partnerskie-materialy-na-meduze, svobodnyj. – (data obrashhenija: 02.11.2020).

Za chto my nenavidim kreditki. Tin'koff Bank zashhishhaetsja ot napadok redakcii «Meduzy» [Why do we hate credit cards. Tinkoff Bank defends from accusations of ‘Meduza’ editorial board] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/feature/2015/10/29/za-chto-my-nenavidim-kreditki, svobodnyj. – (data obrashhenija: 02.11.2020).

U vas est' biznes? Rasskazhite, kak vy nahodili nestandartnye reshenija v slozhnyh situacijah [Do you have a business? Tell how you find non-standard solutions in difficult situations] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/feature/2020/02/28/biznes-smekalka-3, svobodnyj. – (data obrashhenija: 02.11.2020).

«Dnem rabotal na djadju, a noch'ju — na sebja». Chitateli «Meduzy» rasskazyvajut, kak problemy pomogali im razvivat' biznes [‘Days I worked for someone else, nights – for myself’. – ‘Meduza’ readers tell how problems helped them develop business] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/feature/2020/03/13/dnem-rabotal-na-dyadyu-a-nochyu-na-sebya, svobodnyj. – (data obrashhenija: 02.11.2020).

Kremer L., Polivanov A. Adifany i snikerhedy. Kto jeto — i vo skol'ko obhoditsja moda na krossovki [Adifans and snickerheads. Who are they – and how much does the snickers fashion cost] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/episodes/2019/03/07/adifany-i-snikerhedy-kto-eto-i-vo-skolko-obhoditsya-moda-na-krossovki, svobodnyj. – (data obrashhenija: 02.11.2020).

Prajs-list «Meduzy». Vse reklamnye formaty [‘Meduza’ price-list. All the advertising formats] [Jelektronnyj resurs]. – Rezhim dostupa: https://meduza.io/slides/prays-list-meduzy, svobodnyj. – (data obrashhenija: 02.11.2020).

Nebol'shoe issledovanie rynka nativnoj reklamy-2019 [A little research of the native advertising market - 2019] [Jelektronnyj resurs]. – Rezhim dostupa: https://medium.com/lifehacker-ru/russian-native2-2d410c6d14d7, svobodnyj. – (data obrashhenija: 02.11.2020).

Mediakit izdanija «Lenta.ru». Nativnye formaty [Mediakit of the outlet ‘Lenta.tu’. Native formats] [Jelektronnyj resurs]. – Rezhim dostupa: https://lenta.ru/mediakit/lenta-mediakit-native-ad.pdf, svobodnyj. – (data obrashhenija: 02.11.2020).

Otkrytye innovacii [Open innovations] [Jelektronnyj resurs]. – Rezhim dostupa: https://lenta.ru/themes/2017/09/20/oi/, svobodnyj. – (data obrashhenija: 17.11.2020).

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).

Digital Advertisers Barometer 2015 [Jelektronnyj resurs]. – Rezhim dostupa: https://www.sostav.ru/publication/digital-advertisers-17101.html, svobodnyj. – (data obrashhenija: 02.11.2020).

Koroljova O. Nativnaja reklama v media: obzor formatov i perspektivy razvitija [Native advertising in media: review of formats and development prospects] [Jelektronnyj resurs]. – Rezhim dostupa: https://vc.ru/marketing/17537-media-native, svobodnyj. – (data obrashhenija: 02.11.2020).

IAB Native Advertising Playbook 2.0 [Jelektronnyj resurs]. – Rezhim dostupa: https://www.iab.com/insights/iab-native-advertising-playbook-2-0/, svobodnyj. – (data obrashhenija: 02.11.2020).

 

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