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BizReport : Advertising archives : September 22, 2016

Native ads: Position of disclosure can affect click-through rate

How do publishers approach the business of including disclosure within native advertising on mobile? That's a question Polar seeks to answer in a new report.

by Helen Leggatt

When Polar analyzed 137 native ad placements contained in 65 of its partner websites, they got a good picture of how mobile publishers approach disclosure in branded content and native advertising.

More than half (55%) of publishers used the Federal Trade Commission's recommended terminology of "sponsored" as a disclosure. Eighteen percent used '"promoted" and the remainder used "other" terms.

For the most part (85%) native ads contained just one disclosure term, and 90% of publishers used a different colour for disclosure terminology than the headline.


Interestingly, Polar's research found that including the advertiser's name in a mobile native ad's disclosure term increased click-through rate (CTR) by 220%. Furthermore, placing the disclosure term after the headline increased CTR by 300%.

"When using the name of the advertiser, we found that publishers achieved the highest click-through rate, and that's especially true on mobile," said Greg Bella, director of marketing at Polar. "On mobile, the name of a brand comes across a lot crisper and cleaner."

Tags: advertising, mobile, native mobile ads, research

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