Аннотация: The article examines the phenomenon of banner blindness as a key limitation of traditional digital advertising formats, and analyzes native promotion formats as a means of overcoming it. The psychological and behavioral mechanisms underlying users' tendency to ignore advertising blocks are described. A classification of native formats is presented and the conditions for their application are characterized. Approaches to evaluating the effectiveness of native advertising are considered, taking into account the specifics of audience interaction with content.
Ключевые слова: banner blindness, native advertising, digital promotion, content marketing, audience engagement, native formats, advertising effectiveness evaluation, advertising perception.
Статья в сборнике научных трудов по материалам конференции (форума) «Global Academic Summit on Social Transformations and Digital Futures»