SYS-CON MEDIA Authors: Elizabeth White, Ed Featherston, Kevin Benedict, Adrian Bridgwater, Carmen Gonzalez

News Feed Item

Critical to Success of In-Feed Sponsored Content Are Brand Familiarity, Trust and Subject Matter Authority, as Well as Relevance, According to New Research from IAB & Edelman Berland

A new comprehensive study of U.S. online news users by the Interactive Advertising Bureau (IAB) and Edelman Berland shows that relevancy (90%) is the top factor in sparking interest in in-feed sponsored content, yet it also clearly demonstrates that the public’s feelings about the advertiser itself determines the success of this type of native advertising. Criteria such as brand familiarity and trust (81%), as well as subject matter expertise (82%), were identified as critical in driving news reading consumers’ interest in sponsored content.

Preconceived opinions about a publisher are also an important part of the equation, with the research showing that a positive view of a news site’s credibility can significantly impact readers’ feelings about sponsored content – sparking a 33 percent uptick in perceived credibility of the ad’s content.

Good storytelling was also singled out as a key part of the mix. Nearly two-thirds (60%) of online news visitors said that they are more open to digital advertising that focuses on a story rather than selling a product.

“This new study shows that in-feed sponsored content can be a win for brands and publishers both, when consumers’ viewpoints are taken into account,” said Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB. “News publishers get greater impact when they work with familiar and trusted brands. By the same token, marketers see greater lift when publishers are perceived by consumers as credible news outlets. There are a myriad of other issues at play too, so it is incumbent upon everyone involved to understand key criteria when agreeing to a native advertising campaign.”

Drilling down into specific news verticals – business, entertainment and general news – revealed differences in each news user group’s perception of sponsored content. For example, when asked to look at real-world mockups of news pages, most business and entertainment news audiences (82% and 85% respectively) felt that in-feed sponsored content was easy to single out, while the general news audience had more trouble, with less than half (41%) recognizing that the material was advertising.

General news audiences continued to be an outlier throughout the research, but when handled correctly, the study finds that sponsored content can offer a strong upside for both marketer and publisher across all three verticals. More than half of business and entertainment news users surveyed stated that sponsored content has the potential to increase the favorability of a brand advertiser and news site across a variety of dimensions. A similar response is also possible with the general news audience, but it seems that they have a higher bar for in-feed sponsored content in order to boost their approval of a marketer or publisher.

“We already knew from click-through rates and other metrics that sponsored content, or native advertising, has performed well compared to other display ads,” said Steve Rubel, Chief Content Strategist, Edelman. “But, with these findings, we’ve now uncovered how consumers really feel about this content – and are able to provide insights into what it will take for brands and publishers to succeed when it comes to this form of native advertising.”

“In-depth consumer research, such as this, will ultimately benefit advertisers, publishers and consumers alike,” said Ari Lewine, Co-Founder and Chief Strategy Officer of TripleLift, which served as the sponsor of the study. "It's essential to have objective research on consumers' viewpoints, and that's why TripleLift supported this endeavor."

To download the entire “Getting Sponsored Content Right: The Consumer View” research report, please go to www.iab.net/consumerview.

Methodology

The IAB and Edelman Berland surveyed 5,000 people who visit U.S. news sites from PCs. The group was surveyed after they were exposed to mock in-feed ads that resemble what is now common on business, entertainment and general news sites. These questions were informed by focus groups held in New York and Washington D.C. The study has a margin of error of +/-1.4 percentage points.

About Edelman Berland

Edelman Berland is a global, full-service market insights and analytics firm that provides corporate, non-profit and government clients with strategic intelligence to make their communications and engagements with stakeholders the smartest they can be. The firm specializes in measurement, tracking and analysis in reputation, branding and communications. Edelman Berland is part of Edelman, the world’s largest public relations company. Edelman Berland has more than 100 employees in offices around the world. Edelman Berland: Intelligent Engagement.

About the IAB

The Interactive Advertising Bureau (IAB) is comprised of more than 600 leading media and technology companies that are responsible for selling 86 percent of online advertising in the United States. The IAB empowers the media and marketing industries to thrive in the digital economy. The organization educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit iab.net.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Zerto has announced the general availability of Zerto Virtual Replication 4.0 (ZVR 4.0). The company’s enterprise-class business continuity/disaster recovery (BC/DR) software is the first to protect, replicate, and migrate data between VMware vSphere and Microsoft Hyper-V hypervisors, as well as across private, hybrid and public cloud environments including Amazon Web Services (AWS). ZVR 4.0 also allows channel partners and cloud service providers to expand their offerings to grow revenues by pr...
DevOps approaches within “Unicorns” vary significantly from the reality of DevOps in the enterprise. Most enterprises manage portfolios of heterogeneous applications that are increasingly interconnected, delivered by global teams, at various stages of technology maturity, and are often encumbered by additional compliance and governance obligations. In his session at DevOps Summit, Dalibor Siroky, Director and co-founder at Plutora, will discuss the emerging and evolving experiences of Agile, Co...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading in...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
DevOps Summit, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long developmen...
While Docker continues to be the darling of startups, enterprises and IT innovators around the world, networking continues to be a real mess. Indeed, managing the interaction between Docker containers and networks has always been fraught with complications. Without automation in networking, the vision of running Docker at scale and letting IT run the same apps unchanged on the laptop and in the data center or for any cloud cannot be realized.
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises a...
Why does developer experience matters, what makes for a great developer experience and what is the relationship between developer experience and the broader field of user experience? Software developers are gaining more influence over the purchase decisions of technologies with which they must build on and with which they must integrate. For example, the success of Amazon Web Services, Heroku and MongoDB has been driven primarily by individual software developers choosing to use these tools, ra...
Enterprise IoT is an exciting and chaotic space with a lot of potential to transform how the enterprise resources are managed. In his session at @ThingsExpo, Hari Srinivasan, Sr Product Manager at Cisco, will describe the challenges in enabling mass adoption of IoT, and share perspectives and insights on architectures/standards/protocols that are necessary to build a healthy ecosystem and lay the foundation to for a wide variety of exciting IoT use cases in the years to come.
SYS-CON Events announced today Isomorphic Software, the global leader in high-end, web-based business applications, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Isomorphic Software is the global leader in high-end, web-based business applications. We develop, market, and support the SmartClient & Smart GWT HTML5/Ajax platform, combining the productivity and performance of traditional desktop software ...
Avnet, Inc. has announced that it ranked No. 4 on the InformationWeek Elite 100 – a list of the top business technology innovators in the U.S. Avnet was recognized for the development of an innovative cloud-based training system that serves as the foundation for Avnet Academy – the company’s education and training organization focused on technical training around top IT vendor technologies. The development of this system allowed Avnet to quickly expand its IT-related training capabilities around...
Docker is becoming very popular--we are seeing every major private and public cloud vendor racing to adopt it. It promises portability and interoperability, and is quickly becoming the currency of the Cloud. In his session at DevOps Summit, Bart Copeland, CEO of ActiveState, discussed why Docker is so important to the future of the cloud, but will also take a step back and show that Docker is actually only one piece of the puzzle. Copeland will outline the bigger picture of where Docker fits a...
This talk focuses on the application of DevOps fundamentals to include network infrastructure. It draws from real deployment case studies on the extension of today's paradigms to address the challenges of the network infrastructures' ability to seamlessly and cohesively integrate into agile workflows. In this session at DevOps Summit, Arista Networks will focus on configuration management using automation with a nod to future work necessary to include telemetry and ephemeral state information....
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
SYS-CON Events announced today that B2Cloud, a provider of enterprise resource planning software, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. B2cloud develops the software you need. They have the ideal tools to help you work with your clients. B2Cloud’s main solutions include AGIS – ERP, CLOHC, AGIS – Invoice, and IZUM