Reports

Fixing Native Advertising: What Consumers Want From Brands, Publishers, and the FTC

Please login or register to download the report

25 April, 2017

Fixing Native Advertising: What Consumers Want From Brands, Publishers, and the FTC

Contently

As 2016 comes to an end, the media industry faces an uncertain future.

Contently partnered with The Tow-Knight Center for Entrepreneurial Journalism at CUNY and Radius Global Market Research to understand how consumers identify and perceive native content. Through focus group studies and a survey of 1,212 adults who regularly access the internet, we found:

  • 54 percent of respondents have felt deceived by native advertising in the past.
  • 44 percent were not able to correctly identify the sponsor of the native ad they read.
  • When a trusted publisher features native advertising for an untrustworthy brand, 43 percent of consumers lose trust in that publisher.
  • Conversely, when a trusted publisher features native advertising for a trustworthy brand, 41 percent of consumers gain trust in that publisher.
  • “Sponsored” is the clearest label for native advertising to consumers.
  • Consumers have a much easier time recognizing native advertising on Facebook than on publisher sites.

Download now to discover the full results of the study now!

This report is available free to members, either login to your account or register to download now. Free membership enables full access to our knowledge centre.

Login to Download Register to Download

Recommended reports

See all
Webinars as a Content-delivery Machine

Webinars as a Content-delivery Machine

ON24
ON24
Read more
Gartner’s Critical Capabilities for Web Content Management

Gartner’s Critical Capabilities for Web Content Management

Gartner
In partnership with
Sitecore
Read more
How Top Finance Brands Use Content Marketing to Win in a Customer-Centric World

How Top Finance Brands Use Content Marketing to Win in a Customer-Centric World

Contently
Contently
Read more
The Fast-Growth Startup’s Guide to Content

The Fast-Growth Startup’s Guide to Content

Contently
Contently
Read more
How To Personalise Your Website To Boost Conversions

How To Personalise Your Website To Boost Conversions

Sitecore
Sitecore
Read more

Latest reports

See all
Marketing Cloud Vendor Selection Pack

Marketing Cloud Vendor Selection Pack

Digital Doughnut
Digital Doughnut
Read more
On-Demand Webinar: How to Identify and Close the Right Accounts

On-Demand Webinar: How to Identify and Close the Right Accounts

Demandbase
Demandbase
Read more
How to avoid spam filters

How to avoid spam filters

Communigator
Communigator
Read more
Generating leads while you sleep

Generating leads while you sleep

Communigator
Communigator
Read more
Confirmation Opt-In What You Need To Do

Confirmation Opt-In What You Need To Do

Communigator
Communigator
Read more