"Ads Disguised as Content Mislead, Annoy," Says eMarketer

November 13, 2012
Tiffany Sumner

Last week, we announced the results of a recent Harris Interactive study that surveyed consumers about their perceptions toward native advertising. We even blogged about it. Today, we’re happy to share that eMarketer published the study, including the above chart.

Read more about MediaBrix’s study here.

According to the survey, the majority of online adults who have seen advertising that appears as content in the past 12 months find the ads misleading. When asked about and shown specific ad types on digital platforms:

  • 45% found Twitter promoted tweets misleading
  • 57%  found Facebook sponsored stories misleading
  • 86% found sponsored video ads that appear to be content misleading

eMarketer also reported that 20% of US marketers using Facebook employed Facebook’s Sponsored Stories and 26% of all marketers use Promoted Tweets, according to Chief Marketer.

Read the full article here.