UK online association releases native advertising report

The report – The Power of Native – features data on consumer attitudes towards native advertising on premium content websites and the impact of native ads on key brand metrics, while outlining key components that publishers and advertisers can adopt to create effective native ads.

Key findings

  • The average uplift of native ads compared to traditional ads on brand trust reveal a third of respondents (32 per cent) access the native driver on a premium content website compared to one per cent accessing the native driver via the social media stream.
  • When supported by traditional advertising, native advertising saw an uplift of 38 percentage points across key brand metrics, compared with unsupported native ads.
  • Clicking on a native ad driver in a premium content environment has greater impact compared to clicking on a native ad driver on Facebook.

Tim Cain, head of research at AOP said: “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.”

The study combines the results of a quantitative online survey of 1,500 respondents with 10 qualitative interviews. Six advertising campaigns were shown to participants across five premium content websites including Marie Claire, The Huffington Post, Trinity Mirror, The Week and BBC Good Food, under a distracted exposure technique.

More about the report from AOP.

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