Native Advertising Research

With the development of the mobile Internet and the advent of the Big Data era, consumer habits are changing accordingly. Under the current complex marketing environment, the traditional online advertising cannot make breakthroughs neither in form nor concept. The whole situation has reached an impasse. However, the emergence of native advertising changed the original marketing model with its advantages of remarkable fusion, immersive experience, etc., pointing to a new direction for marketing.As a new advertising model, native advertising was highly recommended because of its eye-catching practical performance. However, due to its own defects and the restriction of the external environment, problems on alienation and lack of standardization in communication were brought to the surface, which became an issue for the academia and the industry.The author provided deep and comprehensive analysis on the critical factors of native advertising's advent, as well as anatomy and detailed explanation on the basic conception and development process of native advertising on the basis of domestic and overseas research findings. The author also classified the forms of case-based native advertisements; and summarized the problems in the development process. The author also proposed practical suggestions related to media environment, network technology, policy, etc., for the evolution of native advertising.The full text is divided into five sections. The first section, introduction, verified the research emphasis and directions of this paper. The second section focused on the emergence and development of native advertising, discovering that the explosive development of mobile Internet, extensive use of Big Data and the decline of traditional online advertising are the main reasons for the rise of native advertising.There-interpretation of the conception of native advertising was also raised in this section, considering native advertising a new communication model and marketing concept instead of a concrete form. The classification of the native advertising forms was also consulted. News oriented native advertisements, SNS related native advertisements and native advertisements attached to online search engines, online videos and vertical applications, composed the main forms of native advertising in China. The third section mainly focus on the superiority of native advertising, especially in the relationship among advertiser, media and consumers. And also indicated the issues on effect evaluation and morality of advertising. The fourth section took a full consideration on the weakness and eternal restriction of native advertising, making proposals for its future development. The last section summarized the full text, underlined the faith on the potential value of native advertising. Hope this paper can be helpful to the current and future development in practice of native advertising in China.