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BizReport : Advertising archives : May 24, 2013

Consumers, like many marketers, don't know what native advertising is

Native advertising - what is it? Marketing professionals have been left scratching their heads, so what on earth do consumers make of the concept of native advertising?

by Helen Leggatt

Some think native advertising is just a new way of presenting advertorials. Others believe native advertising is an interstitial, sponsored content or ad units such as Facebook's Sponsored Stories.

However, the most enduring definition of native advertising appears to be an ad that fits in with a website or publication and that offers readers value in the form of content.

But what do consumers think? Would they recognize native advertising if they saw it? And how effective is this format? Ask Your Target Market surveyed 400 people to find out. Turns out that just 5% said they knew what native advertising is and 10% had heard about it. However, the vast majority (85%) didn't have a clue.

When asked if they would be more likely to pay attention to an ad that provides valuable content, just over a quarter (26%) said yes and 57% said they would be somewhat more likely to pay attention. The remainder said they probably wouldn't be any more likely to pay attention (12%) or definitely wouldn't (5%).

In terms of native advertising's effectiveness, just 7% found it to be very effective, 50% somewhat effective and 34% didn't find it very effective at all. For 9% it was not effective.

Image via Shutterstock

Tags: advertorials, content marketing, native advertising, online advertising

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