Advertising is accepted more frequently on news portals than on Facebook
To assess the importance of native advertising in the online marketing mix, Plista, in collaboration with the independent market research firm Eye Square, conducted an online survey of more than 800 consumers.
The study compared how social ads - i.e. advertising on the Facebook social network - and native ads on news sites are received. The most significant difference between the use of media and Facebook lies in how the content is consumed: Users engage with content on news portals much more intensively. While the majority of Facebook users pursue other activities at the same time, readers of news portals are more focused. This moment of concentrated perception means that advertising content is also perceived in greater depth.
News portals appear higher quality and more credible
The survey shows that news portals are rated significantly better, particularly in terms of relevance and depth of information. News portals are also rated significantly better by the majority in terms of the journalistic quality of the content and are also considered more credible. Advertising benefits from the positive perception of the environment. In a direct comparison of content between news portals and Facebook, two thirds of respondents rated the former better.
Facebook ads are less popular
The acceptance of advertising on news portals is significantly higher than the willingness to consume Facebook advertising. While only one in three Facebook users is willing to accept advertising for free access, this applies to half of the users of news portals. The majority of users perceive the amount of advertising and company posts on Facebook as increasing, while the number of posts from friends is decreasing. In addition, advertising placed between private posts is predominantly perceived as annoying.
Plista, a global platform for data-driven native advertising in premium editorial environments, concludes from the survey that native advertising offers an optimal environment for advertisers and, on the other hand, "represents an outstanding opportunity for publishers to monetize their content without annoying users with advertising", as Global Managing Director Michel Gangon says in the press release. (pd/hae)
