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New Study From Contently and CUNY Tow-Knight Center Finds Consumers Still Confused By Native AdsContently, in partnership with the Tow-Knight Center for Entrepreneurial Journalism at The City University of New York (CUNY) and Radius Global Market Research, published a new study, "Fixing Native Ads: What Consumers Want From Publishers, Brands, Facebook, and the FTC." The study, which surveyed 1,212 demographically representative 18-64 year olds who regularly use the internet, found that confusion and lack of labeling standards are common in the industry. However, when done well, native advertising can increase consumer trust and purchase intent. "As the news business explores new revenue opportunities to save itself, it is important that we stand back and examine ethical issues to assure that we do not lose the one asset that really determines the value of our enterprises: trust," said Jeff Jarvis, director of the Tow-Knight Center. "I am delighted to have worked with Contently on addressing these questions to assure that we serve the public well." The qualitative study was informed by four separate focus group interviews with a trained moderator, with the purpose of understanding consumer terminology and behavior when it comes to native advertising. Key findings:
The study's findings also point to possible solutions that would improve native advertising for the FTC (News - Alert), publishers, social channels, brands, and consumers, including:
As the native ad industry continues to grow, so too does the need for industry-wide standards that will protect brands, publishers, and consumers alike. Click here to download the full study. About Contently Contently is a technology company that helps enterprise companies create results-driven content by providing them with smart technology, vetted creative talent, and proven expertise. Visit contently.com for more information. Visit contently.com/strategist for trends and insights on the content marketing industry. About the Tow-Knight Center for Entrepreneurial Journalism The Tow-Knight Center runs educational programs, conducts research and supports journalism startups to help foster sustainable business models for quality journalism. The organization's education programs train journalists in media entrepreneurship, while its research arm explores new business models for news.
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