Native Advertising Survey: Very Few Know of Native Advertising Concept

Native advertising has been talked about in the marketing world for years, but many people still can’t seem to agree on what it actually is. Native advertising is supposed to be a paid ad that gives some kind of valuable content to readers or consumers that fits in with the publication, website, or other venue where it appears. But there are so many different types of ads that somewhat fit into that category. Do consumers understand the concept of native advertising? And are they more likely to notice native ads?

native advertising

Native Advertising

In Ask Your Target Market’s latest survey, just 5% of respondents said that they know what native advertising is. 10% said that they have heard of native advertising, but don’t actually know what it is. And 85% said they have never heard of native advertising.

Valuable Content

But in general, 26% of respondents said that they are definitely more likely to pay attention to ads that provide some kind of valuable content. 57% said they would be somewhat more likely to pay attention to such ads. 12% said they probably wouldn’t be any more likely to pay attention to ads that provide some kind of valuable content. And just 5% said they definitely wouldn’t be any more likely to pay attention to such ads.

Ad Effectiveness

Just 11% said that they often come across ads that try to provide content similar to the unpaid content around them. 47% said that they sometimes come across these types of ads. 24% said they rarely come across these ads. And 18% said they never do.

Of those who have seen native advertising in action, just 7% found it to be very effective. 50% said it was somewhat effective. 34% said they didn’t find it very effective. And 9% said it was not effective at all.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: zeit online relaunch from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on May 21 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.