After reviewing pages 199-205, Section IV PowerPoints and John Oliver’s clip on native advertising, answer the following in about 500 words:

Native Advertising (Links to an external site.)
https://www.youtube.com/watch?v=E_F5GxCwizc&t=2s

  1. How do you explain for the rise in native advertising?
  2. Why is it so contested?
  3. How will it change the landscape of competition for ad space?
  4. What additional benefits will it provide brands seeking to boost their audiences?
  5. What additional challenges might small businesses face beyond that discussed for brands? 

Refer to articles on Pinterest if further background is needed. 

Grading Rubric

Demonstrates conceptual understanding of “native” in the context of content marketing

Understands drivers of native advertising trends

Clearly distinguishes native from traditional advertising

Provides adequate rationale on why native ads will grow over time

Understands audience issues associated with native advertising

Understands ethical issues associated with native advertising

Understands challenges faced by publishers and advertisers

Understands additional benefits provided to brands seeking to boost their audiences

Understands additional challenges faced by small businesses beyond that discussed for brands

Provides a comprehensive and well written response to the essay question