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  • Why do people fail to recognise native ads?
  • Why do people fail to recognise native ads?
    Kompania Piwowarska, Creative Commons (2015) ©
Science

Sponsored! The science of native advertising

Native advertising has exploded over the internet in recent years. But for many consumers, figuring out what’s been paid for and what’s strictly editorial can be confusing. Nathaniel Evans, who studies the phenomenon, explains to Canvas8 why people often don’t recognise sponsored content.

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Native advertising – roughly defined as a form of media where the ads are part of the content – has experienced a rapid rise over the last few years. In 2013, 62% of publishers reported offering native advertising, with 66% of brands saying they created their own content for native ads. By 2018, it’s predicted that spending on native ads will grow to $21 billion, up from $7.9 billion in 2015. And it’s easy to see why; traditional banner ads have a click-through rate of around 0.04%, while the click-through rate of native ...

Canvas8

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