A new report by Association of Online Publishers (AOP), The Power of Native, has shown that native adverts garner greater levels of trust among consumers with a third (33%) more likely to trust native advertising than traditional advertising. The report further found that clicking on a native ad driver on a premium content website has greater impact than clicking via Facebook.
Other key insights that the report revealed include:
Native ads are interesting and informative:
The study demonstrates that attitudes towards native advertising are positive with three in five (59%) consumers claiming to find native advertising ‘interesting’. When compared to traditional advertising, 42% more consumers find native ad drivers interesting and twice as many find them informative.
Native ads on premium content sites are more trustworthy and engaging than those on social media:
Clicking on a native advert driver in a premium content environment has greater impact compared to clicking on a native ad driver on Facebook. The average uplift of native adverts compared to traditional adverts on brand trust was significant, with a third of respondents (32%) accessing the native driver on a premium content website compared to 1% accessing the native driver via the social media stream.
Traditional ads can support native ads:
Interestingly, when supported by traditional advertising, native advertising saw an uplift of 38 percentage points across key brand metrics*, when compared with unsupported native ads.
Tim Cain, Head of Research, AOP commented:
“Native is one of the biggest topics in digital publishing right now. This study is a significant piece of research into the power of native advertising, and provides best practice for publishers and advertisers to make their native adverts work harder. The study is extensive, but one key takeaway from the findings is that advertisers should be mindful of taking ‘the hard sell’ – if native advertising is too direct it can damage positive brand messaging.”
Lynne Springett, Insight Director, Time Inc. UK added:
“This research on native advertising has proved some valuable points. If you get it right by developing original content for a brand, in a tone of voice to which the consumer already relates, then it taps into an existing emotional connection that does the ‘heavy lifting’ in tasks such as shifting brand perception, raising awareness or increasing propensity to buy – making it popular with consumers, advertisers, and publishers alike.”