Why Content Quality Matters So Much in Native Advertising

Summary

Practitioners who develop native advertising campaigns should pay close attention to where they place mentions of their brand. This empirical study found that a poorly written article that is associated with a brand message will lead to negative perceptions about both the brand and the credibility of the news source. Among the practical takeaways:

• Practitioners need to pay close attention to the quality of editorial content when planning and designing native-advertising campaigns.
• Brand placement can induce negative perceptions of the brand and the media source, when the quality of the associated editorial content is low.
• More research on the impact of brand placement on different types of outcomes is needed to answer the question of whether brand placement is an effective strategy.
• When an adviser mentions a sponsoring brand in editorial content, the quality of editorial content should be high.