Native advertising and use of native advertising on social network sites: Onedio case study

Innovations in digital and online media have also affected communication studies, particularly with the developments of online advertising in conjunction with Web 2.0, leading brands to create digital media strategies in addition to traditional media strategies. Discovery of the long periods that consumers spending in the online environment and the advantages of online communication process have caused an intense competition between the brands for capturing their audience in these channels. As a result of this advertising competition, banners and display ads began to intentionally interrupt the consumers' online experience, causing the consumer to take a negative attitude towards such advertisements over time. Moreover, the fact that such online ads can be prevented by ad blocking programs has forced the brands to turn to other advertising models in online channels. Native advertising is situated in a different position than other online advertising types, because of not dividing consumers' online experience, providing a compatible reading / viewing experience by mimicing the dynamics of the media they are in. Rather than making a purchase call with native ads, it is aimed to create brand awareness through topics that will attract consumers' attention. The aim of the work is to reveal the native advertising strategies in formal and contextual structures and storytelling characteristics of the native advertisings which are published on the Onedio social networking site. In the context of this study, 124 native ads displayed during the month of October were reviewed on the main page of the Onedio content platform. As a result of the review, it was determined that 41 brands were broadcasting in-feed content ads and these ads were subjected to a separate analysis. As a result of the study, it was determined that the native advertisements displayed on the main page mainly used product / service features and masculine / feminine message attractiveness, texts were edited more curiously and emphasis was given to message contents for promotional purposes. In the context of in-feed content advertisements published during the period, the stories are often aimed at guiding for the future, and the brands are mostly old wise archetypes who give advice.