What Is Known About Native Advertising in Editorial Contexts? A Descriptive Literature Review

Abstract

This article syntheses the outcomes of native advertising, in particular, pertaining to the custom (or editorial-style) format, which represents the main focus of empirical studies.Native advertising formats are increasingly adopted as an alternative to display advertising, including the editorial-style, which is considered the most controversial.A descriptive literature review was undertaken, underpinned by a transparent procedure.Thirty-seven empirical articles published between 2003 and March 2020 in advertising, journalism, marketing and business journals were reviewed.Data regarding key-findings, native advertising type and the proximal source were extracted.The findings are presented thematically, to emphasize outcomes for consumers, advertisers and publishers (or broadcasters).Based on the results, which demonstrate the limited recognition of native content as advertising, the reduced effectiveness of the format -alongside the complications for consumers, and the blurring of editorial and promotional practices -can be inferred.

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