Exhibit 29.7 IBM analytics advertises to author of books on analytics via LinkedIn.
Exhibit 29.8 Julius Baer advertises in The New York Times.
Native advertising (see exhibits 29.7 and
29.8) differs from interruptive advertising as it blends with the content on
advertising platforms, making it less disruptive to the user experience. This form of
advertising is particularly popular on social media platforms, with examples including
Facebook’s promoted posts, LinkedIn’s sponsored updates, and Twitter’s promoted tweets.
As with other forms of advertising, targeted native ads tend to be more
effective. For instance, the LinkedIn sponsored IBM analytics ad in Exhibit 29.7
is well-targeted to an author who has published books on marketing analytics. This ensures
that the ad reaches a relevant audience who are more likely to engage with the content.
