RETRACTED ARTICLE: Going native: Prospects of native advertising development in the ASEAN and BRICS countries

Abstract

Native advertising is the most effective tool to deal with the refusal of Internet users to perceive advertising messages that determine its originality and novelty. The purpose of the study is to analyze the prospects of development of these markets and their current status, marketing research companies. The result shows that the markets of the ASEAN countries and similar economies like Kazakhstan are characterized by a hardly predictable but rather big domestic advertising market, which is expected to become as big as the BRICS market in the next 10 years, as well as get ahead of it. The biggest changes are noted in China, where the native advertising market has won an extra 30% of the total digital advertising market for the last 5 years. The lowest growth rate of the native advertising market is noted in Brazil, India and South Africa (12.92%, 17.53% and 17.96% of the total online market, respectively). Prospects for further research are based on the possibility of using the results in the analysis of regional features of native advertising in the media of other countries in a comparative aspect, taking into account a system of criteria: socio-political situation, cultural traditions, economics, education, and media.