Study: People don't like content recommendation widgets

Researchers polled more than 300 consumers, asking for their opinions on these types of content. The major finding is that more than three-quarters (79%) of people don't like the content in them, but perhaps more important that their dislike of these content squares is this: people are blaming the publisher for the content...even when the publisher isn't responsible for creating the content.

Nearly half (40%) say that this kind of content "looks spammy". Consumers are also calling this kind of content "fake news" and "click bait".

"Publishers are doing long-term harm to their reputations and relationships with readers when they opt for the short-term cash these widgets can bring," says Jessica Rovello, CEO of Arkadium. "In today's environment, the claim that something on a publisher's site is 'fake news' should sound an alarm for any reputable media company. The perception that these widgets are spreading fake news can be damning to a publisher, as the widgets can taint readers' trust in the rest of the content on that site. It's also a problem for premium publishers claiming to offer brand-safe inventory for marketers."

But people still click on the content pieces? True. Some people click. But are a handful of clicks worth a brand's reputation? Consider this: nearly half (40%) of consumers blame the publisher for this type of content - moreso than the site where the content is hosted.

"Publishers are receiving the most backlash from readers over content recommendation widgets....," said Rovello. "[They] need to invest in new technology and content that gives the end-user a more engaging experience on-site, and less on these clickbait-driven widgets that their readers openly despise."

Tags: advertising, advertising content, Arkadium, content marketing, content tips, content widgets, publisher content