Native advertising is all the rage today and driven by the presumption that this hot new advertising format is more effective than a number of competing ad formats.
Unfortunately, some new information coming to light may throw a wet blanked on native advertising’s fire.
The findings presented in a freshly published survey by HubShout, an online marketing firm, deliver some bad news for brands. As it turns out, two-thirds of readers surveyed have read a native ad, but well over half couldn’t subsequently remember the native ad’s message or what it was even about.
Nonetheless, most survey respondents confirmed their view that there is some value in sponsored content.
Thanks to the raw data presented this morning by Digiday, here’s a breakdown of the study’s most interesting discoveries.
- Have you read a “sponsored” or “promoted” article on the Internet?
67.5 percent: Yes
43.4 percent: No
- Do you remember the last sponsored article you read?
25.4 percent: Yes, but I only remember what it was about
5.2 percent: Yes, but I only remember who it was sponsored by
7.3 percent: Yes, I remember what it was about AND who it was sponsored by
62.0 percent: I don’t remember what it was about or who it was sponsored by
- Do you find more, less or equal value in a sponsored article versus a non-sponsored article?
20.9 percent: More value
51.9 percent: Equal value
27.1 percent: Less value
- How do you feel about sponsored content? Check all that apply.
45.4 percent: It’s a form of advertising that can be more relevant to me
20.0 percent: It’s a form of advertising that can build trust between the brand and I
43.2 percent: It’s a form of advertising that can help me learn more about the brand’s industry
24.2 percent: I don’t agree with any of the above statements