By: Lucia Moses | Digiday
Native advertising is growing in popularity, but it remains controversial. Editorial purists fret that ads that mimic editorial content will confuse readers, undermining the integrity of the journalism surrounding it. While it is well established that marketers are shifting more money into this type of advertising, less known is how consumers perceive it.
A new survey by HubShout, an online marketing firm based in Falls Church, Va., offers a bit of mixed news for brands. Two-thirds of readers surveyed have read a native ad, but almost an equal number didn’t remember what it was about or who the advertiser was. (Respondents were shown examples of what native ads look like.)
Read the article on Native advertising… just another means of trying to deceive readers. I don’t like it. There is no difference in what is being projected in this “new” form of advertising than the commercial articles received disguised as stories but really containing hidden ads. I hope Native advertising falls flat on its face.