Consumers Can’t Tell The Difference Between Sponsored Content And Editorial

No matter what kinds of disclosures or design tweaks sponsored articles receive on leading online publications, consumers continue to confuse sponsored content (aka native advertisements) with actual articles, according to the latest survey from Contently.   Sponsored content is fundamentally designed to blend in with the look and feel of the other articles on a site, and actual written disclosures such as “Sponsored” or “Advertisement” are often hard to see even if you’re looking for them. So is it any wonder consumers can’t tell the difference between content that brands pay for and regular articles?