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 access now. Free membership enables full access to our knowledge centre.

Login to DownloadRegister to Download

Recommended reports

See all
How to Take a Crawl-Walk-Run Approach for Personalization Success

How to Take a Crawl-Walk-Run Approach for Personalization Success

Acquia
Acquia
Read more
Marketers Survey Results 2018: An Insider's Look at Creative Quality, Personalization and DCO

Marketers Survey Results 2018: An Insider's Look at Creative Quality, Personalization and DCO

Sizmek
Sizmek
Read more
Marketers Survey Results 2018: An Insider's Look at Data, Walled Gardens, and Collaboration

Marketers Survey Results 2018: An Insider's Look at Data, Walled Gardens, and Collaboration

Sizmek
Sizmek
Read more
How To Build an Effective Digital Content Marketing Strategy

How To Build an Effective Digital Content Marketing Strategy

Acquia
Acquia
Read more
Marketers Survey Results 2018: An Insider's Look at Media,Brand Safety, and Partnerships

Marketers Survey Results 2018: An Insider's Look at Media,Brand Safety, and Partnerships

Sizmek
Sizmek
Read more

Latest reports

See all
How to Take a Crawl-Walk-Run Approach for Personalization Success

How to Take a Crawl-Walk-Run Approach for Personalization Success

Acquia
Acquia
Read more
Closing the CX Gap - Customer Experience Trends Report

Closing the CX Gap - Customer Experience Trends Report

Acquia
Acquia
Read more
20 Effective Food & Beverage Digital Marketing Campaigns

20 Effective Food & Beverage Digital Marketing Campaigns

Wayin
Wayin
Read more
Delivering on the Promise of a Great Customer Journey

Delivering on the Promise of a Great Customer Journey

IDC Analyst Connection
Progress
Read more
The Ultimate Guide to Multisite Management

The Ultimate Guide to Multisite Management

Progress Sitefinity
Progress
Read more