Digital native advertising: Practitioner perspectives and a research agenda

Article English OPEN
Harms, Bianca; Bijmolt, Tammo; Hoekstra, Janita;
(2017)
  • Subject:
    acm: ComputingMilieux_MISCELLANEOUS

Digital native advertising is a subtle form of digital advertising that is integrated closely with its context. Practitioners are increasingly assigning budgets to this advertising strategy. On the basis of 22 in-depth expert interviews with senior executives of adverti... View more
  • References (48)
    48 references, page 1 of 5

    Ashley, Christy, and Tracy Tuten (2015), “Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement,” Psychology and Marketing, 32 (1), 15-27.

    Becker-Olsen, Karen L. (2003), “And Now, a Word from Our Sponsor: A Look at the Effects of Sponsored Content and Banner Advertising,” Journal of Advertising, 32 (2), 17-32.

    Berger, Jonah, and Katherine L. Milkman (2012), “What Makes Online Content Viral?,” Journal of Marketing Research, 49 (2), 192-205.

    Bhatnagar, Namita, Lerzan Aksoy, and Selin A. Malkock (2004), “Embedding Brands Within Media Content: The Impact of Message, Media, and Consumer Characteristics on Placement Efficacy,” in The Psychology of Entertainment

    D Media: Blurring the Lines Between Entertainment and Persuasion, L.J. Shrum, ed., New York: Erlbaum, 99-116.

    Boerman, Sophie C., Eva A. van Reijmersdal, and Peter C. Neijens (2014), “Effects of Sponsorship Disclosure Timing on the Processing of Sponsored Content: A Study on the Effectiveness of European Disclosure Regulations,” Psychology and Marketing, 31 (3), 426-34.

    Braun, Michael, and Wendy W. Moe (2013), “Online Display Advertising: Modelling the Effects of Multiple Creatives and Individual Impression Histories,” Marketing Science, 32 (5), 753-67.

    Cowley, Elizabeth, and Chris Barron (2008), “When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence,” Journal of Advertising, 37 (1), 89-91.

    De Pelsmacker, Patrick, Maggie Geuens, and Pascal Anckaert (2002), “Media Context and Advertising Effectiveness: The Role of Context Appreciation and Context/Ad Similarity,” Journal of Advertising, 31 (2), 49-61.

    Edelman, David C. (2010), “Branding in the Digital Age: You're Spending Your Money in All the Wrong Places,” Harvard Business Review, 88 (12), 62-69.

  • Metrics
Share - Bookmark