The Effectiveness of Native Articles as a Promotion Tool in Performance-based Marketing

On-line advertising market is distinguished by the high rate of development. Every year newer technologies and promotion mechanisms appear, which differ by their specific field of application. In recent years, native advertising, developed from the traditional formats of media advertising, gains momentum. Native advertising started to be used as a strategy of performance-based marketing (advertising based on the achievement of measurable goals) very recently. It possibly explains such a dramatic increase of the popularity of this format. The aim of this work is to analyze, how this whole mechanism works and estimate its efficiency. For accomplishing this goal we will use comparative analysis method of native test advertising campaigns, as well as expert interviews. As a result, an approach to advertising promotion and analytics of native advertising will be developed and recommendations, which can be further used by advertisers, will be given. Keywords: native advertising, performance-based marketing, sponsored content