Native advertising effectiveness: The role of congruence and consumer annoyance on clicks, bounces, and visits

Alexander C. LaBrecque (), Clay M. Voorhees (), Farnoosh Khodakarami () and Paul W. Fombelle ()
Additional contact information
Alexander C. LaBrecque: University of New Hampshire
Clay M. Voorhees: University of Alabama
Farnoosh Khodakarami: San Diego State University
Paul W. Fombelle: Northeastern University

Journal of the Academy of Marketing Science, 2024, vol. 52, issue 6, No 9, 1692-1712

Abstract: Abstract In response to increased avoidance of traditional banner advertising, publishers have turned to a subtler form of display advertising called native advertising. Unlike traditional banner ads, native ads are intentionally designed to be cohesive with editorial content and assimilated into the design of the publisher’s website. We examine the performance of native advertising placements across three studies. In Study 1, we use a large dataset from a native advertising platform to examine the interplay of ad placement and ad content. We find that clicks are higher when ads are (1) delivered in-feed and (2) contain lower levels of selling intent, highlighting the interplay between the ad content and delivery. Study 2 confirms that in-feed placements experience higher clicks, but they also result in more bounces relative to in-ad placements. As a result, their effect on net visits is similar to in-ad placements at a higher cost. To further understand this phenomenon, we conducted a lab study (Study 3), which shows that when consumers are redirected to an advertiser’s site from an in-feed (versus in-ad) placement they experience higher annoyance and, ultimately, higher bounce intentions and reduced advertiser purchase intentions.

Keywords: Native advertising; Digital marketing; Digital advertising; Advertising (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11747-024-01014-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:52:y:2024:i:6:d:10.1007_s11747-024-01014-z

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-024-01014-z

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().