Below are two screenshots for the desktop and mobile versions to get a better understanding of this new ad format. The ads consist of image, headline, description, display URL, blog name, and date.
Companies who want to take part in this beta testing have to apply. They will be chosen by Naver based on the quality and popularity of their blogs; it is probably also based on their relationship with Naver. Originally, Naver set the beta test phase to four weeks between November 20 and December 18, 2014; however, it recently announced a delay with regards to the new starting date of the beta test phase. The beta test phase will now commence on December 11, 2014.
Even though Naver promises to only show high-quality blog posts by manually reviewing the blogs and blog posts which are applying for this new ad format; it is clear that the main goal is to generate another source of revenue. Users are understandably worried that the quality of search results will suffer: after all, it is not quality but the highest bid that will ultimately decide which blog article appears on the top. Even though the blog posts are clearly indicated as ads, it will have a major impact on the presentation of the SERPs moving forward.