How Do Consumers Feel About “Native Advertising”?

18 May

What is “native advertising” and why are some people upset about it?

Consider this commentary from eMarketer:

“Social networks, news sites, digital content aggregators, and streaming media services are rife with ads that are integrated into the content experience. According to a new eMarketer report, Native Advertising: An Emerging Consensus for a New Kind of Ad, these so-called ‘native ads’ are providing new ways for marketers to reach target audiences and new avenues of monetization for content sites that are under intense revenue pressure.”

“Although business prospects for native advertising are positive, the medium has its detractors. Some media executives and marketers are wary of the blurring of lines between content and advertising that occurs with native ads, particularly in the context of news sites. Others question the return on investment of these ads, arguing that native ads cannot scale for multiple placements.”

Take a look at the chart below and click on it for more from eMarketer.

 

One Response to “How Do Consumers Feel About “Native Advertising”?”

Trackbacks/Pingbacks

  1. Like It Or Not: Native Advertising Is Here to Stay | Evans on Marketing - May 30, 2014

    […] Native advertising is a relatively new practice that is rather controversial. It is also booming!!!!! On the one hand, beleaguered publishers — print and online — are able to generate more ad dollars. On the other hand, consumers may not recognize that material that looks like a regular story is really a disguised ad. […]

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