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Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era

In: Handbook of Media Branding

Author

Listed:
  • Stéphane Matteo

    (Platinn, Plateforme Innovation
    University of Neuchâtel)

  • Cinzia Dal Zotto

    (Platinn, Plateforme Innovation)

Abstract

The present article aims to shed light on the broader paradigm change that has led to native advertising as a revenue model for the publishing business recently. The early emergence of native advertising is thus described in the light of branded content and brand culture strategies, a set of marketing practices that modify firms’ branding through a fresh editorial approach. The development of the native advertising concept is further problematized as a manifestation of the intertwined and blurring lines between communication and information, i.e., between marketing and journalism practices. We finally discuss potential implications of this type of sponsored content and some managerial recommendations.

Suggested Citation

  • Stéphane Matteo & Cinzia Dal Zotto, 2015. "Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 169-185, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_12
    DOI: 10.1007/978-3-319-18236-0_12
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    Cited by:

    1. Olaf Hoffjann, 2021. "The Innovation Function of Hybridization in Public Relations," Media and Communication, Cogitatio Press, vol. 9(3), pages 155-163.
    2. Johanna Möller & M. Bjørn von Rimscha, 2017. "(De)Centralization of the Global Informational Ecosystem," Media and Communication, Cogitatio Press, vol. 5(3), pages 37-48.
    3. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.

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