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BizReport : Blogs & Content : May 31, 2016

Consumers: There is a time, place for paid content

It used to be that advertorial content was frowned upon, but one new report indicates that time may have passed. According to a recent Harris Poll, more than half of Americans say there is a time and place for paid content - and they don't mind reading this type of content.

by Kristina Knight

It may not exactly be a Golden Rule of advertising, but many experts believe the best advertising isn't preachy and doesn't 'look like' advertising. But, according to one new poll, many Americans may no longer agree. In face, researchers from the Harris Poll found that 6 in 10 Americans 'are comfortable' reading paid content that masquerades as content. The caveat? Admit the advertorial is, in fact, an advertorial.

Of those polled 62% say these kinds of ads should be restricted to specific times and places and 82% say the publisher printing or posting the advertorial content should disclose that they are being paid.

Other interesting findings from the report include:

• Millennials are the demographic most familiar with new media channels - like social media, product placements and content marketing
• Millennials are the mostly likely to 'have trouble' determining what is paid for content and what is not
• Americans are familiar with social media, public relations and product placements
• Americans are least familiar with native advertising, earned media and content marketing

Tags: advertising, advertorial content, ecommerce, Harris Poll, paid content

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