In its latest Digital News Report, researchers exposed 2,300 consumers in the U.S. and 2,200 in the U.K. to real sponsored content, and polled them about their attitudes. Publishers in the US and Canada are increasingly relying on native advertising, as print revenue and banner ad revenues stall, but consumers do not like native ads, which make them feel as if they've been deceived into looking at ads. The new report says that while publishers have made progress with their efforts to improve native advertising for mobile devices, they still need more help from advertisers who want to reach a broader audience.
Publishers in the US and Canada are increasingly relying on native advertising, as print revenue and banner ad revenues stall, but consumers do not like native ads, which make them feel as if they've been deceived into looking at ads. The new report says that while publishers have made progress with their efforts to improve native advertising for mobile devices, they still need more help from advertisers who want to reach a broader audience.