In the quest to find effective ways to reach consumers with its ads and in trying to discover new sources of income and profitability from the media, the industry has been testing, establishing and promoting new advertising formats and new ways of presenting the messages. One of them is that of native advertising, ads that are integrated into the content and that look like them. In general, the experts’ recommendations pointed out that marketers should choose quality media so that their native ads can be infected by that quality.For advertisers, native advertising seemed like a perfect solution. Consumers were receiving it with much better eyes than they were receiving traditional advertising, and the results were becoming much better. Forecasts have therefore been indicating that investment in these advertising formats was going to increase , even benefiting from other prominent market elements (such as programmatic advertising).
Therefore, analysts and experts Benin Phone Numbers List only had to analyze how consumers were reacting “really” to these types of ads and what impact they have on the content and the media that include them. The reception among users , as noted by a study is positive: the probability that recommend brands that have seen these ads or buy it directly up, compared to the results offered by other advertising formats.According to this analysis, native advertising has such a positive effect because the ads are better integrated (which makes them look less annoying) and because the consumer’s brain is able to process that content better.But what about the media that publishes those ads? Are you burning your credibility for a new source of income?No one is fooling themselves.
A study by two specialists from Stanford University has focused on this point. Analysts wanted to understand how native advertising is perceived by consumers and what effects it has on the credibility of content and ads. One of the fears of the industry is, after all, that consumers feel misled by such content once they realize that it is an advertisement and not part of the information.The truth is that, concluding based on the results of the investigation, native advertising does not fool anyone and consumers do not believe that the media is passing one thing for another.As the researchers point out, their tests show that there is very little evidence to argue that consumers are misled into clicking on native advertising.
Their data points in the opposite direction: Internet users “seem to view native advertising as advertising.” “We have not seen evidence that consumers are misled,” says one of the researchers.Consumers evaluate advertisers on the content they see, but they do so with the full awareness that it is advertising and not organic content.In fact, the researchers discovered, by analyzing the behavior patterns of consumers on a restaurant search site, that the usual thing was that they did not click on sponsored content about restaurants that were presented as native advertising, although they did later in the results of the same restaurant that appeared organically. They had perfectly separated advertising and content.