IAB TripleLift Study: Consumer Views on Native Advertising
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A new comprehensive study of U.S. online news users by IAB and and sponsored by TripleLift shows that relevancy (90%) is the top factor in sparking interest in in-feed sponsored content, yet it also clearly demonstrates that the public’s feelings about the advertiser itself determines the success of this type of native advertising. Criteria such as brand familiarity and trust (81%), as well as subject matter expertise (82%), were identified as critical in driving news reading consumers’ interest in sponsored content. - See more at: http://www.iab.net/research#sthash.8mKSBUJW.dpuf
Transcript of IAB TripleLift Study: Consumer Views on Native Advertising
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Getting In-Feed Sponsored Content Right: The Consumer View
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Getting In-Feed Sponsored Content Right: The Consumer View
Thinking about the types of ads you see online, how would you rank each of these types of ads on the following measures?
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What, if any, impact does this content have on your view of this brand?
Getting In-Feed Sponsored Content Right: The Consumer View
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What, if any, impact does this content have on your view of this website?
Getting In-Feed Sponsored Content Right: The Consumer View
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Getting In-Feed Sponsored Content Right: The Consumer View
• Well done sponsored content can enhance the credibility of the site and the site’s credibly can enhance the perceived credibility of the in-feed sponsored content (33% lift in perceived credibility of the sponsored content when on credibly perceived news site)
• The fit between the site and the brand is critical to success with consumers.
• In-feed sponsored content is most useful for established brands that seek to enhance and differentiate their image, deepen existing consumer relationships, to launch brand extensions.
• The best in-feed sponsored content tells a story and fulfills the human need for a compelling narrative.
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Download the full study here.
Key Takeaways
