Do native campaigns deceive users?

News - Dec 19, 2019

Native advertising emerged as a concept when ads started resembling editorial content of magazines. Native has been developing simultaneously with the Internet, and recently many people have shared concerns that native content mimicking non-commercial content is actually deceptive.

Those concerns have served for further survey conducted by INFORMS, aimed at establishing how users and site visitors really perceive native content. The survey was planned to be published in the December issue of Marketing Science, and Prof. Nair from Stanford University says that little evidence was found to justify suspicions about native advertising.

Contrary to the opinion that native advertising tricks users to click on advertising content, it has been revealed that the Internet users actually perceive native content as advertising and read it in order to assess specific advertisers. Users are definitely not deceived, while native advertising continues to suit advertisers with its form and function. There are also certain rules followed by organisations behind native advertising, such as clear indications that content is sponsored and used for advertising.

It has been shown that readers of a specific website appreciate the information they receive via native because it makes them truly interested in products, and the attracted audience is more likely to make a purchase and become loyal to a brand.



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