As more and more brands begin to invest in creating relevant, valuable content to engage the audiences that matter most to them, striking the right balance across paid, owned, networked, borrowed and earned media becomes increasingly important.
Sometimes awesome content alone is not enough and it needs a helping hand; cue native advertising.
Born out of a world of mobile news feeds, frustration with traditional display advertising and the ongoing efforts of major media owners and publishers to nurture revenue streams from their expanding digital audiences, this emergent format certainly has the marketing community excited.
But how do the people that brands are actually trying to reach and engage feel about it?
As part of our recent brand storytelling research, we asked UK consumers a handful of questions about their experience and opinion of native advertising and brand-sponsored content.
We found that a transparent approach is key, particularly for younger audiences. The majority of UK consumers are willing to engage with brand-created content, but authenticity is a must. Link baiters need not apply.
This short report covers the response to these questions and highlights how behaviours and opinions vary across different age groups.
Key insights include:
71% of UK adults believe that it’s important that brand-created stories are clearly differentiated from editorial stories
65% of 18-34 year olds would willingly engage with brand-sponsored stories