Native Advertising on TV: Effects of Ad Format and Media Context

Chad Whittle 1 * , Fei Xue 1
More Detail
1 University of Southern Mississippi, USA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 8, Issue 3, pp. 203-214.
OPEN ACCESS   4052 Views   2987 Downloads   Published online: 16 Jul 2018
Download Full Text (PDF)


Native advertising has become popular on websites and social media platforms in recent years. Now the TV industry is starting to develop its own native ads/sponsored content. The current research examined this newer form of native advertising – native video ads on TV. Using advertising format (video vs. text/image) as a within-group variable and media context (news vs. entertainment) as a between-group variable, a repeated measures was run to explore the effects on viewers’ attitude-toward-the-ad, ad trust, brand interest, as well as perceived differences between native ads and traditional advertising formats. In general, participants reported a more favorable attitude toward video native advertising than text/image advertising. Native ads embedded in news content were perceived as more trustworthy than those embedded in entertainment content. Advertising format also seems to affect how participants perceived the differences between native advertising and traditional advertising.


Whittle, C., & Xue, F. (2018). Native Advertising on TV: Effects of Ad Format and Media Context. Online Journal of Communication and Media Technologies, 8(3), 203-214.


  • Appiah, O. (2006). Rich media, poor media: The impact of audio/video vs. text/picture testimonial ads on browsers' evaluations of commercial web sites and online products. Journal of Current Issues & Research in Advertising, 28(1), 73-86.
  • Becker-Olsen, K. L. (2003). And now, a word from our sponsor: A look at the effects of sponsored content and banner advertising. Journal of Advertising, 32(2), 17-32.
  • Benton, J. (2014). What would David do? Is native advertising just another revenue stream for struggling publishers or the end of the church-state divide as we know it? Nieman Reports, 68(3), 50.
  • Campbell, C. & Marks, L. (2015). Good native advertising isn’t a secret. Business Horizons.
  • Carlson, M. (2015). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism: Theory, Practice & Criticism, 16(7), 849-865.
  • Ching, R.K.H., Tong, P., Chen, J.C., & Chen, H.Y. (2013). Narrative online advertising: identification and its effects on attitude toward a product. Internet Research, 23(4), 414-438.
  • Colhoun, D. (2015). Disguising ads as stories. Columbia Journalism Review. Retrieved from
  • Coulter, K. (1998). The effects of affective responses to media context on advertising evaluations. Journal of Advertising, 27(4), 41-51.
  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
  • Federal Trade Commission. (2013b, December 4). Blurred lines: Advertising or content? An FTC workshop on native advertising. Retrieved from
  • Flores, Chen, & Ross. (2014). The effect of variations in banner ad, type of product, website context, and language of advertising on Internet users’ attitudes. Computers in Human Behavior, 31, 37-47.
  • Hill, P. (2013). Can native advertising help brands overcome “banner blindness”? The Guardian. Retrieved from
  • Hutter, K., & Hoffmann, S. (2014). Surprise, surprise. Ambient media as promotion tool for retailers. Journal of Retailing, 90(1), 93-110.
  • Lang, A. (1996). The logic of using inferential statistics with experimental data from nonprobability samples: Inspired by Cooper, Dupagne, Potter, and Sparks. Journal of Broadcasting & Electronic Media, 40, 422-430.
  • Lazauskas, J. (2014, July 9). Study: Sponsored content has a trust problem. Contently. Retrieved from
  • Li, H., Daugherty, T., & Biocca. F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediating role of presence. Journal of Advertising, 31(3), 43-57.
  • Machleit, K. A., Madden, T. J., & Allen, C. T. (1990). Measuring and modeling brand Interest as an alternative Aad effect with familiar brands. Advances in Consumer Research, 17, 223-230.
  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23 (May) 130-143.
  • Marchand, J. (2010). Attitude toward the ad: Its influence in a social marketing context, Social Marketing Quarterly, 16(2), 104-126.
  • Meola, A. (2016). Native advertising is about to take over television. Retrieved from:
  • Moses, L. (2014, March 10). The Wall Street Journal launches native ad studio: First product,narratives, to launch March 11. AdWeek. Retrieved from
  • Muehling, D. D., & McCann, M. (1993). Attitude toward the ad: A review. Journal of Current Issues and Research in Advertising, 15, 25-58.
  • Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
  • Pelsmacker, P., Geuens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49-61.
  • Pew Research Center. (2016). The modern news consumer. Retrieved August 1, 2017, from
  • Reinares, P., & Reinares, R. (2013). Are the new forms of television advertising beneficial for the advertisers and the TV management? A Spanish television advertising study. International Journal on Media Management, 15(3), 161-175.
  • Smit, E., Reijmersdal, E., & Neijens, P. (2009). Today’s practice of brand placement and the industry behind it. International Journal of Advertising, 28, 761–782.
  • Sonderman, J., & Tran, M. (2013). Understanding the rise of sponsored content. American Press Institute. Retrieved from
  • Spalding, L., Cole, S., & Fayer, A. (2009). How rich-media video technology boosts branding goals. Journal of Advertising Research, 49(3), 285-291.
  • Steinberg, B. (2016, January 15). TBS finds a way to link ads to commercial-free ‘Angie Tribeca’ debut. Retrieved from
  • Steuer, J. (1992). Defining virtual reality dimensions determining telepresence. Journal of Communication, 42(4) 73-93.
  • Taintor, D. (2013). Stop the presses! More news orgs open to native ads. Adweek, 54(24), 8.
  • Tutaj, K., & Van Reijmersdal, E. A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5-18.
  • Van Reijmersdal, E., Smit, E., & Neijens, P. (2010). How media factors affect audience responses to brand placement. International Journal of Advertising, 29(2), 279-301.
  • Wemple, E. (2013, January 15). The Atlantic’s scientology problem, start to finish. Washington Post Blog. Retrieved from
  • Wojdynski, B., & Evans, N. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.
  • Wolk, A. (2015). Native advertising on TV: What does it look like and how will it work? Retrieved from: