With the average American checking their social media accounts 17 times a day, brands are flocking online to get people to eyeball their content where they’ll see it most. But new research has found that just over a quarter of consumers are actively ignoring social media ads.

Who wants the content they’re viewing to be covered by text? Many people may find subtitled films irritating, but adding them to adverts can have surprising benefits. New research suggests that same-language subtitles can actually increase the effectiveness of an ad.

With 79% of Brits rarely or never clicking online ads, brands are wasting huge sums of money on ineffective advertising. So how can companies entice consumers to voluntarily eyeball their content? Canvas8 sat down with 15 British men and women to find out what they think about online ads.

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.