Consumers Often Feel Misled By Ads Appearing As Content:
Mobile advertising solution provider MediaBrix commissioned Harris Interactive to conduct a survey focused on consumers’ perceptions about ads that attempt to appear as part of the content in print, TV, digital, social and mobile platforms. Examples of such content include: sponsored video ads that appear to be content, advertorials, infomercials, sponsored stories on Facebook and promoted tweets on Twitter."This study validates that people respond best to authenticity in advertising no matter the format. With the recent buzz around 'native' ad formats, I think we need to carefully consider best practices," said Ari Brandt, CEO for MediaBrix. "While anyone pushing the native ad agenda or otherwise would agree that we need to provide user experiences that are not jarring or disruptive, we also need to ensure that we are direct and honest with consumers about when they are being marketed to.”
