With an increasingly empowered and skeptical consumer base, marketers need to bridge the gap between advertiser-consumer relations. Native advertising, with its integrated, content-based marketing strategy, looks to be crucial to the new age of advertising.
With the generous support of Yahoo! APAC, WFoA is undertaking a research study to assess the current state of native advertising and propose a framework for native advertising of the future. We are looking to delve deeper into the heart of native advertising: What formal data and experiments do we have? What kind of native advertising works? What doesn’t?
Related initiatives include:
Professor Wind presented on the topic at the Festival of Media Asia in Singapore:
“Marketing Matters” on Sirius XM 111, Business Radio Powered by Wharton, on March 5, 2014 was dedicated to Native Advertising.
Professor Wind and Vaasu Gavarasana,Head APAC Business Marketing, Yahoo! Asia Pacific, co-wrote a blog based on their Native Advertising framework: Must Advertising Be Deceptive to Be Effective?