Survey Reveals "Native" Ads Can Be Damaging to Brand Trust

November 05, 2012
Tiffany Sumner

MediaBrix today announced survey results that reveal consumers’ perceptions toward ads that attempt to appear as part of the content in any medium (i.e. “native” advertising formats), including in print, on television and on digital, social and mobile platforms. The company commissioned Harris Interactive to conduct the survey online among 2,516 adults in the U.S. ages 18 and older in October 2012.

According to this 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

The majority also found advertorials in magazines and infomercials on television misleading. See the chart above for a breakdown of the results.

The survey also revealed the majority of online adults who have seen such ads in the past year say that the ads negatively impacted or had no impact on their perception of the brand being advertised. When asked about and shown these specific ad types:

  • 62% said Twitter promoted tweets negatively impacted or had no impact on their perception of the brand being advertised
  • 72% said Facebook sponsored stories negatively impacted or had no impact on their perception of the brand being advertised
  • 85% said sponsored video ads that appear to be content negatively impacted or had no impact on their perception of the brand being advertised