The huge explosion in recent years in native advertising and in turn, content marketing has taken the world of media by storm.
With an unparalleled amount of content being created on a daily basis and the use of sponsored ads increasing in number by the hour, it’s more important than ever for brands to understand if this method actually works and is improving their ROI.
The honest answer is: native advertising and in turn sponsored content does work.
The facts about sponsored content
The European native advertising platform, Adyoulike, recently commission research on 1,000 UK adults aged between 18 and 34. The study predominantly looked at whether this age group would click on and engage with a sponsored ad. The answer was yes.
The research found that 57% of those between 18 and 34 years of age would engage with a sponsored ad. This figure further increased to 63% when asked to those aged between 18 and 24.
Many brands are uncertain about adopting the use of sponsored content because they feel they are “tricking” their users and consumers. However, the research found that those aged between 18 and 34 understood what sponsored ads were.
- 52% understood the term “editorial”
- 41% understood the term “sponsored”
- 32% understood the term “advertorial”
- 29% understood the term “branded”
With this in mind, participants were also asked what type of sponsored ads they preferred, the results were as follows:
- Written feature articles (32%)
- Listed based articles AKA “listicles” (24%)
- Videos (17%)
- Posts on social media (13%)
- Blogs (9%)
- Podcasts and webinars (5%)
Sponsored ads work really well in any ad campaign simply because users enjoy them and in turn will engage with them. Once a consumer has engaged with an ad, the brand will witness an increased click through rate (CTR) ultimately leading to a rise in the number of sales.
Consumers are increasingly holding a positive view of native advertising and sponsored posts. However, with this in mind, it is essential that both brands and publishers do their very best to ensure their ads are unique, relevant and interesting.
The three most important ingredients for any native ad campaign are: relevance, clarity and value to the user. Without all three of these components the user will fail to engage and click on the ad.
You can see the findings from the research on the below infographic: