Survey: 62 percent can’t recall anything from native ads

Still, half of the respondents stated that they find equal value in sponsored and non-sponsored content — and only slightly less felt native ads had the potential to be relevant.

HubShout does have a vested interest in promoting native advertising, so the results should be taken with a grain of salt, Nonetheless, the results offer some indication of consumer sentiment. Here are a few of the more interesting findings:

Have you read a “sponsored” or “promoted” article on the Internet?
67.5 percent: Yes
43.4 percent: No

Do you remember the last sponsored article you read?
25.4 percent: Yes, but I only remember what it was about
5.2 percent: Yes, but I only remember who it was sponsored by
7.3 percent: Yes, I remember what it was about AND who it was sponsored by
62.0 percent: I don’t remember what it was about or who it was sponsored by

Do you find more, less or equal value in a sponsored article versus a non-sponsored article?
20.9 percent: More value
51.9 percent: Equal value
27.1 percent: Less value

How do you feel about sponsored content? Check all that apply.
45.4 percent: It’s a form of advertising that can be more relevant to me
20.0 percent: It’s a form of advertising that can build trust between the brand and I
43.2 percent: It’s a form of advertising that can help me learn more about the brand’s industry
24.2 percent: I don’t agree with any of the above statements

Source: HubShout survey of 425 people, week of April 14