Study: Consumers remain distrustful of sponsored content

Even as native advertising continues to grow, a recent survey found that brands and publishers haven’t yet secured readers’ confidence.

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Publications such as CNet, Real Simple, U.S. News and Refinery29 charge roughly $30,000 for a native advertising campaign, and organizations can spend anywhere from $100,000 to $200,000 on a campaign through Buzzfeed, National Geographic or Time.

The investments pay off as brands receive a boost in awareness as clicks and shares abound. However, consumers are still wary of native advertising, according to a recent report.

A Contently survey of more than 500 consumers found that most see native advertising pieces as editorial articles. Many consumers (from 63 to 88 percent, depending on the publication) also have a hard time identifying the brand behind native advertising content.

Contently said that because publishers use subtle, unobtrusive ways to wedge in a brand mention, for many readers, the plug blends in with the editorial content a little too well.

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