Native Advertising – Business Opportunity or Trust Violation

There are many forms of advertising like ads, banners, PR texts, content marketing, etc. In today’s world in which the audience is bombarded by hyperproduction of content and information, we can all agree that everyone has developed unconscious “filters” to sift through the noise and so the advertisers and media utilize marketing forms that can more easily get attention. One such form is native advertising. 

Native advertising is a type of marketing content that appears as a news post or editorial of the media that publishes it, fully fitting within their brand and other published content. However, it is still an advertisement. 

As such, it is balancing the fine line in which the media is trying to preserve their ethics, audience trust and honest reporting, and the interests of the advertisers who are paying for it and creating a valuable revenue stream for the publisher. 

Is that line clear, does it exist and is everything negotiable?

How can media preserve trust and still be sustainable?

Even with everything said, native advertising (or any other marketing form) is not here to replace the other, they all have their role and place in the media. For example, banners capture much more attention, while native advertising creates a storytelling experience and is a form of marketing that “lives” longer within the publisher’s page. But the key to preserving trust is informing and educating the audience to recognize what they are seeing, following legislation and clearly stating which content is sponsored. 

Listen to the whole webinar discussion of our two experts, Galjina Ognjanov, professor at the University of Belgrade – Faculty of Economics, and Nataša Laković Đukanovic, Head of Strategy and Business Development at, and learn more.

Authors: Željko Crnjaković, Galjina Ognjanov, Nataša Laković Đukanovic
Language: English
Publication Year: 2021
Format: Video