A Development Background Research On Native Advertising

In the media age of socialization, the user experience is considered to be the focus of media management gradually, so the single content marketing method cannot fully adapt to the living conditions of the Internet advertising. Native advertising have received wide attention from all walks of life since its emergence, with the focus on its excellent advertising effectiveness. In the process of rapid growth of our native advertising, we can see it on the height of the ads development environment adaptability. Native advertising, a new type of Internet advertising, combines content marketing, precise marketing and differentiation integration marketing idea, with technology as the driving force. Its emergence and development provide a new opportunity to break the development bottleneck of Internet advertising, to solve problems in Internet advertising development.On the basis of native advertisement case itself, the dissertation provides a thorough analysis of the characteristics of native advertising to find marketers change for adaptability in the circumstance that advertising living environment is changed, from which exploring the specific background of the native advertisement development, summarizing the native advertising value in the process of generation and development, and forecasting the development trend of native advertising. This dissertation is divided into four parts. The first part gives a outline description of the emergence and development of native advertising, analyses its specific definition, sorts and summarizes the specific classification and manifestation of native advertising, and sums up the characteristics of native advertising based on the case. In the perspective of the characteristics and transmission elements of native advertising, the second part gives rational discussions on the emergence and development background of native advertising in multiple layers. The third part is about the value of the native advertisement, finding out the specific value of native advertising through the elaboration and analysis of industry and theoretical value of the native advertising, and listing appeared or potential negative value of native advertising to offer a certain reference value to the large-scale development of native advertising. The fourth part is an outlook for the future development of native advertising, that is, Programmatic Direct Buying(PDB) will accelerate the mainstream process of native advertising, and news -oriented native advertising is one of the future development trends.At present, there is neither definite definition for the native advertising, nor a complete theoretical framework. In the process of its development, some problems and controversies have been gradually revealed. Through the analysis of the concept of native advertising, as well as the study of its emergence and development background, we can reassess development environment of Internet ads, providing an inner strength to break the development bottleneck of Internet ads. At the same time, as a microcosm of advertising development in the media age of socialization, the study of native advertising enables us to see through better where the value of a new advertising is under the technology-driven and marketing idea innovation. Unique business model of native advertising is a product of looking for the value of resonance among the user, the brand and medium, so are content production, audience positioning or advertising process. This dissertation deeply analyzes the development background of native advertising to provide the corresponding feasible suggestions and revelatory significance for scale development of native advertising.