Forms, Process and Attitudes towards Native Advertising of Advertising Professionals

Abstract

The research purpose was to study the forms, working processes and attitudes towards native advertising in online media of advertising professionals. This study employed qualitative research method with the in-depth interviews with 24 professionals working in advertising and marketing and communications agencies. Snowballing sampling was employed. The research tool was a semi-structured interview guide.

          The research results revealed that Thai advertising professionals have knowledge about online advertising forms and native advertising. When asked about the forms of native advertising, all advertising professionals identified “in-feed unit” form the most.  For the native advertising working process, the companies involved with the process consisted of advertising agencies, online agencies or digital agencies, media agencies, online media organizations or publishers and influencers. All of them worked under the native advertising guideline requested. Most advertising professionals felt positive with native advertising because they have the opportunity to create creative advertising. a few advertising professionals discussed about ethical issues of native advertising practices.