Native advertising is growing in popularity, but it remains controversial. Editorial purists fret that ads that mimic editorial content will confuse readers, undermining the integrity of the journalism surrounding it. While it is well established that marketers are shifting more money into this type of advertising, less known is how consumers perceive it.
A new survey by HubShout, an online marketing firm based in Falls Church, Va., offers a bit of mixed news for brands. Two-thirds of readers surveyed have read a native ad, but almost an equal number didn’t remember what it was about or who the advertiser was. (Respondents were shown examples of what native ads look like.)
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
Ocean Media’s Jay Langan on how data fueled this independent agency’s long-term strategy
Over the last two decades, Ocean Media has emerged as one of the largest data-driven firms helping transform popular brands like Mint Mobile and Rakuten into household names.
How digital news publishers will compete for political ad dollars in this year’s U.S. midterm elections
The midterms are expected to draw a historic amount of political ad spend. How will publishers compete for those dollars?
Member ExclusiveMedia Briefing: Advertising and commerce ebb while subscriptions flow in publisher’s Q2 earnings reports
In this week's Media Briefing, media editor Kayleigh Barber analyzes the latest quarterly earnings reports from BuzzFeed, IAC's Dotdash Meredith, News Corp's Dow Jones, Gannett and The New York Times.
SponsoredHow brands are activating Gen Z and millennial TikTok audiences
Roland Hamilton, senior vice president of global licensing, Trusted Media Brands Although TikTok is widely considered a Gen Z platform, the video-sharing app also boasts a high number of millennial users. With more than 100 million active users in the U.S. alone, 32% of TikTok’s global audience is between the ages of 25–34. This large […]
Member ExclusiveDigiday+ Research deep dive: YouTube investments pay off for publishers’ brands, revenues
In this final installment of Digiday+ Research's deep dive into how publishers are using social media platforms, we're covering how publishers are investing time and money on YouTube -- and how that's translating to their revenues and brands.
ANA’s programmatic buying guide aims to shine a light on murky inefficiencies for CMOs
The Association of National Advertisers released a guide on programmatic media buying that aims to save marketers billions of dollars a year.