Tuesday, May 05, 2015

How to label "native ads" in a non-confusing way

If almost all media, including magazines, will soon be using "native advertising" (and it seems it will), it might be good to know how best to identify such ads for readers. A post on Digiday reports on some research by the native ad tech company TripleLift exploring typical terms or disclosure labels used and how readers and marketers react to them.

Using eye-tracking, the study shows respondents who most (%) saw ads with a "presented by" or "sponsored by" label and the fewest, who saw ads with the heading "advertisement". 
It's understandable why advertisers and marketers prefer the softer, more evasive labels since people may tend to avoid or skip over obvious ads. Yet the research shows that the exact opposite is the case when asked which label makes it most clear that the content is an ad.
Yet, when the [U.S.] Association of National Advertisers asked its members (63% of whom said they expected to increase spending on native this year) which terms describe native ad disclosure "very well", they answered:
Go figure. 

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