Consumer Perception of Display and Native Advertising: Comparative Analysis of Banner Advertising and Sponsored Content

Student: Shkutan Anna

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Final Grade: 8

Year of Graduation: 2020

This paper is devoted to the comparative analysis of display and native advertising on the example of banner advertising and sponsored content. The relevance of the work is caused, on the one hand, by the growth of budgets for native advertising, and on the other hand, by an obvious skepticism about the effectiveness of the dominant format on the market – display advertising. The purpose of this work is to compare the perception of banner advertising and sponsored content. The paper provides recommendations for advertising market practitioners on the use of display and native advertising and outlines the prospects for further research.

Full text (added May 24, 2020)

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