NATIVE ADVERTISING AS ELEMENT OF ADVERTISING CAMPAIGN

The article deals with issues related to the use of non-traditional advertising tools. The development of information technology has led to the creation of new types of advertising, taking into account the decline in the effectiveness of the main formats of Internet advertising, namely banner advertising. The emphasis is placed on the fact that standard or traditional advertising, especially those placed on the Internet, loses its popularity. Advertisers compete for audience attention through new channels. The emphasis is placed on the fact that the modern consumer ceases to perceive advertising in the format that was popular 5-7 years ago. The consumer has a so-called "advertising blindness". Banner advertising becomes unpopular and loses its effectiveness every day. The main trend in the advertising market in recent years has become the format of "native advertising", which is actively used on a variety of resources from the placement of it in the form of information messages in the ribbons of social networks to serious media publications. Native ads have achieved great success thanks to the wider use of digital communications by people, such as computers and smartphones. Most of today's advertising companies, especially such giants as Tha Coca-Cola Company, Red Bull GmbH, Nike have long used the native ad format in their practice. Also in the article the sources of the appearance of native advertising are considered, the definition of the concept of native advertising is investigated. Native advertising is a concept that has been known for a long time, but its definition was received only in 2011 at the conference "Online Media, Marketing, and Advertising Conference". It is considered that native ads integrate seamlessly into the design and content of a web page, social network, or mobile application, without causing the user a "foreign" effect. The causes of its popularity, its main features and types are considered. The main six existing types of native ads are described in detail. The analysis of positive and negative aspects of the use of such an advertising format is conducted, as well as the forecast of the development of this format of advertising in the future.