Native content are becoming a winning choice for businesses, and there are many brands that are committed to the distribution of proprietary content in media articles exactly the same as the others, but sponsored by a company with a link to it and / or mention. The advantages of this format are clear: it is natural, reach very targeted audiences and engagement is high.
However, it is often assumed that those branded content are not seen favorably by readers, who are bothered find promotional information (albeit indirectly) between the articles of your favorite media. That’s right? According to a new survey by Harris Poll did not, as 6 out of 10 consumers are willing to read this type of content; yes, they ensure that there is a time and place for it.
And above all, one way. Because although most companies and brands looking to make content that does not seem to advertising, should not forget that the aim is not to fool the user. In fact, Internet users like to read those branded content that camouflages among other items, but want to make clear that the content is actually sponsored.
In addition, as noted earlier, 62% of respondents believe that such content should be restricted to certain places, and 82% should be clearly stated that this is a sponsored article or brand.
Interestingly, data from Harris Poll also show that are the millennials those who have more difficulties to determine why content has paid a brand and what publishers, despite this being the more conscious age group of the existence of new channels to publicize the brand, such as social media, the product placement or content marketing.
In general, consumers are already very familiar with social networks and even product placement. In contrast, native advertising, branded content and content marketing concepts are even less widespread among Internet users.
As revealed by the study of Harris Poll, so that consumers are willing to read sponsored content must be clearly indicated that they are; otherwise it generated in the reader distrust the brand and very negative for both.
However, many Internet users who are not able, today, to determine what information and what branded content, according to another report of Contently. Although many media change colors and templates, or even explicitly marked as sponsored content, or brand “offered by” remain about 40% -the figure varies according to the environment- users who do not differentiate clearly those items paid by a brand.
And that has consequences: 48% of respondents feel cheated when he discovers that what he read was not an article but a piece of marketing. Moreover, if all this were not enough, around 3 out of 10 readers sponsored content is not able to identify the brand associated with the content in question, even when you know that this is sponsored.