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