While waiting for the good content that our students will produce over the next 3 months, I am kicking off the blog by discussing an interesting attempt at explaining, scientifically, why so-called native advertising works.
Native advertising is defined by the Interactive Advertising Bureau as
" paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong".
http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf
In "The Science Behind Why Native Ads Work", Jami Oetting, writing for the Hubspot blog, posts comments about an infographic created by Sharethrough and Column Five. These authors argue that native advertising, unlike more traditional and more invasive promotional tools, engages both brain hemispheres as it delivers content that is relevant for the reader within the context that the reader expects.
I hope you will enjoy using 100% of your brainpower to process the infographic.
Image courtesy of David
Castillo Dominici at FreeDigitalPhotos.net
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