Integration of commercial messages and editorial content: native advertising
Abstract
In the face of a hyperstimulated consumer due to the impacts of brands, native advertising emerges as an integrating format for commercial messages and editorial content. Through a documentary review of the main academic research and professional reports, this article analyzes the concept of native advertising, delves into its advantages and shows the synergies that emerged between digital press headers and advertisers to benefit from this new tool. The main conclusions point to a greater effectiveness of this type of advertising as well as an increase in engagement with the consumer and satisfaction with commercially-based but non-intrusive content.
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