Silicon Valley Watcher - Former FT journalist Tom Foremski reporting from the intersection of technology and media

Yet Another Study Finds Readers Don't Trust Native Ads

Posted by Tom Foremski - July 14, 2014

I'm a strong opponent of native advertising in key publications such as the New York Times. It's a bad strategy for the publisher and advertiser.

Here is yet another study that shows readers don't trust native ads. Contently commissioned the survey reports Matthew Flamm at AdAge:

Slightly more than half of consumers don't trust sponsored content, now often called native advertising, and 59% believe a news site loses credibility if it runs articles paid for by a brand, according to a study released Wednesday by content marketing startup Contently. 

...two-thirds of respondents said they are less likely to click on a branded article than on the site's regular editorial product.

Readers Distrust Ads That Look Like News, Survey Finds | Media - Advertising Age

Please see: 

Native Ads Are The Worst Idea In The World - NYTimes Is Clueless -SVW

SF Creators Salon: Rediscovering The Lessons Of Trust And Independent Media -SVW

Nielsen Study Finds Very Poor Performance For Branded Content -SVW

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