Consumer Awareness Of Native Advertising, May 2013 [CHART]
Native ads may have the attention of marketers, but consumers aren’t all that savvy to them, according to a recent survey from Ask Your Target Market (AYTM). Asked if they had ever heard of native advertising, fully 85% of respondents answered in the negative, leaving 5% professing to know what native ads are, and another 10% having at least heard of them. A much larger 72.8% reported having come across ads that tried to look like the content around them (i.e. advertorials).
Last year, a study from MediaBrix found a significant proportion of respondents saying they find native ads to be misleading.
Among AYTM respondents who had ever come across ads that tried to look like the content around them, 7% found them to be very effective, and another half saw them as somewhat effective. Many weren’t swayed, though, with the remaining 43% finding them not very effective (33.9%) or not effective at all (8.8%). Read the rest at MarketingCharts.