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Chart of the week: What audiences think about native ads

Native advertising is here to stay. It has become a crucial part of many publishers’ business models. Native ads can best be described as sponsored articles or videos that resemble traditional editorial work but indeed are paid for content. However, some fear audiences could be misled into thinking they were actually consuming independent journalism, not realising that somebody has a vested business interest in what they’re consuming.

In a time and age when sound business models for financing online publishing are scarce, native ads are a shimmer of hope - and already account for a big chunk of digital ad revenue. US technology company Contently, in conjunction with the Tow-Knight Center for Entrepreneurial Journalism and Radius Global Market Research, asked audiences what they thought could help foster trust and make native advertising acceptable.

Read more about Contently's study.

Chart of the week what audiences think about native ()

Download the chart here

Source: Statista

  • Thinking like a journalist will make you awesome at native advertising

    “One of the things about journalism that relates so closely to native advertising is the desire to put your readers first. If you put your readers’ interests and what they care about at the centre, the content that you create is going to resonate with them much more fully and really have a much bigger impact. Brand storytellers should definitely take that lesson from the world of journalism and make sure their readers are at the centre of everything they create,” says Melanie Deziel, branded content consultant.

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  • Chart of the week: What are the risks to success for publishers in 2018?

    Social media, and above all Facebook, took a lot of heat for its perceived role in disseminating rumour and false news, most prominently during the US election campaign in 2016. Now, the firm has announced that it will give publishers less space for promoting their content (organically) on its platform. This is of course is bad news for publishers.

    15th Jan 2018 Insight News
  • Media Voices podcast: Facebook WTF?

    In this special episode of Media Voices, the team rattle through some news before doing a deep-dive into the realities of Facebook killing the news industry (again).

    15th Jan 2018 Insight News
  • The secrets to creating true native to women

    “To me, true native is when the journalist of the brand is really deeply involved in doing the best piece of content,” says Camilla Kjems when she attended Native Advertising DAYS 2017 in Berlin.

    12th Jan 2018 Insight News
  • When Facebook fell out of love with news

    The realisation that Facebook is a social network first and foremost and not a news-stand is starting to hit home with publishers as Mark Zuckerberg continues to fiddle with his News Feed algorithm to salvage - or grow - his creation.

    15th Jan 2018 Features
  • How Martha Stewart Living saw success across platforms in 2017

    It has been a record-breaking year for Meredith’s Martha Stewart Living. “Over the last year and a half, we have been doing some great things and I think we saw the results of those efforts in 2017,” said Daren Mazzucca, VP/group publisher of Martha Stewart Living.

    15th Jan 2018 Features
  • How the EU’s new ePrivacy regulations could profoundly impact all media

    From a legislative perspective 2018 looks set to be an interesting, potentially challenging year for publishers. In May the EU wide General Data Protection Regulation (GDPR) will be enforced bringing new controls on the collection of data.

    15th Jan 2018 Features
  • How Cheddar revolutionises business media

    Cheddar Inc. launched two years ago as a news and business channel aimed at at young-ish audience that would be carried via social media, smart TV and mobile. Two years on and global expansion is high on Cheddar's agenda. 

    11th Jan 2018 Features
  • Chart of the week: What are the risks to success for publishers in 2018?

    Social media, and above all Facebook, took a lot of heat for its perceived role in disseminating rumour and false news, most prominently during the US election campaign in 2016. Now, the firm has announced that it will give publishers less space for promoting their content (organically) on its platform. This is of course is bad news for publishers.

    15th Jan 2018 Insight News

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