Do you know the difference between editorial content and a native ad? If so, you might just be in the minority. According to a new study from researchers at Grady College, people tend to have a great deal of difficulty making the distinction. The researchers displayed 12 different versions of a native ad to test subjects, each ad bearing different disclosure labels, such as “advertising,” “sponsored by,” “brand voice,” and “presented by.” The study found that only 8% of subjects were able to identify native advertising as a paid message. The study also found that consumers are seven times as likely to recognize native advertising when it’s marked with terms such as “sponsored content” or “advertising,” as opposed to “presented by” or “brand voice.” The study, titled Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising, ran last month in the Journal of Advertising. You can check it out here.
Job of the Week RESEARCH DIRECTORNBCPHL Lead all research efforts for stations w/primary goal of helping drive rev through creative use of all of our qualitative/quantitative rsrch tools. Create daily, persuasive ratings & ad non-linear aud stories for sales team to use w/clients. Full info/apply HERE CynopsisJOBS Good morning. It’s Sunday […]
Jeff Zucker, CNN Worldwide’s president, is taking a six-week leave from the company to deal with heart surgery. A CNN spokeswoman confirmed the information tweeted on Thursday morning by the net’s media correspondent Brian Stelter. “He assured everyone he is going to be just fine,” posted Stelter, reporting Zucker’s comments from a news meeting.
Comedy Central is getting more animated, adding King of the Hill and The Cleveland Show to its lineup. The network has acquired all 13 seasons of King of the Hill, set to bow on Monday, July 23, as well as all four seasons of ensemble comedy The Cleveland Show, launching this fall.
Lots of news out of Bristol yesterday, including ESPN locking in Hall of Fame sportscaster Linda Cohn, the longest-tenured anchor for the SportsCenter, has signed a new deal to remain with the company in a multi-year agreement. Cohn originally joined ESPN in 1992 and anchored her first SportsCenter on July 11, 1992. Deal points will […]
ELEAGUE and the US Air Force inked an expanded multi-tournament marketing partnership ahead of the ELEAGUE CS:GO Premier 2018 in a deal that will see Air Force serve as ELEAGUE’s first-ever official armed forces partner across all platforms. The deal will see Air Force activate across a number of branded integrations and placements, highlighting the […]