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Good native advertising isn’t a secret

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  • Campbell, Colin
  • Marks, Lawrence J.

Abstract

In this article, we develop an understanding of native advertising, a growing new form of online advertising, which we define as desired marketing communications that appear in-stream. Current forms of native advertising can be considered in terms of their secrecy: how aware a consumer is of a native advertisement's source and intent. Based on existing research, we argue that less secretive native advertising will be more successful in the long run, and illustrate this using several cases. Finally, we detail important considerations for those marketers looking to capitalize on native advertising.

Suggested Citation

  • Campbell, Colin & Marks, Lawrence J., 2015. "Good native advertising isn’t a secret," Business Horizons, Elsevier, vol. 58(6), pages 599-606.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:6:p:599-606
    DOI: 10.1016/j.bushor.2015.06.003
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    References listed on IDEAS

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    1. Hannah, David & Parent, Michael & Pitt, Leyland & Berthon, Pierre, 2014. "It's a secret: Marketing value and the denial of availability," Business Horizons, Elsevier, vol. 57(1), pages 49-59.
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    Cited by:

    1. Fedorenko, Ivan & Berthon, Pierre & Edelman, Linda, 2023. "Top secret: Integrating 20 years of research on secrecy," Technovation, Elsevier, vol. 123(C).
    2. Grigsby, Jamie L. & Mellema, Hillary N., 2020. "Negative Consequences of Storytelling in Native Advertising," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 61-78.
    3. Yaping Chang & You Li & Jun Yan & V. Kumar, 2019. "Getting more likes: the impact of narrative person and brand image on customer–brand interactions," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1027-1045, November.

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