The study of 1,000 UK adults aged 18-33, commissioned by native advertising platform Adyoulike, found that written feature articles are the type of paid-for online content most people prefer to consume (32 per cent of users), followed by list-based articles (24 per cent ) and videos (17 per cent). Although sponsored social media posts form a key part of many brands’ content strategies, only 13 per cent of Brits prefer them.
The study also found that consumers are increasingly more aware of the terms online marketers, publishers and content providers use. Around half (52 per cent) are familiar with ‘editorial’ and 41 per cent are familiar with what ‘sponsored’ means, a third (32 per cent ) know about ‘advertorial’ and 29 per cent understand the concept of ‘branded’.
Francis Turner, managing director of Adyoulike UK, commented on the results: “People want great content, and increasingly they don’t care if those articles and videos are sponsored or not. Sponsored content has been used by brands and publishers for years, so the explosive growth of native advertising in recent months is simply the digital world catching up through online, video and mobile.
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