News Feed Item
Critical to Success of In-Feed Sponsored Content Are Brand Familiarity, Trust and Subject Matter Authority, as Well as Relevance, According to New Research from IAB & Edelman Berland
|By Business Wire
|July 22, 2014 11:30 AM EDT
A new comprehensive study of U.S. online news users by the Interactive
Advertising Bureau (IAB)
and Edelman Berland shows that relevancy (90%) is the top factor in
sparking interest in in-feed sponsored content, yet it also clearly
demonstrates that the public’s feelings about the advertiser itself
determines the success of this type of native advertising. Criteria such
as brand familiarity and trust (81%), as well as subject matter
expertise (82%), were identified as critical in driving news reading
consumers’ interest in sponsored content.
Preconceived opinions about a publisher are also an important part of
the equation, with the research showing that a positive view of a news
site’s credibility can significantly impact readers’ feelings about
sponsored content – sparking a 33 percent uptick in perceived
credibility of the ad’s content.
Good storytelling was also singled out as a key part of the mix. Nearly
two-thirds (60%) of online news visitors said that they are more open to
digital advertising that focuses on a story rather than selling a
“This new study shows that in-feed sponsored content can be a win for
brands and publishers both, when consumers’ viewpoints are taken into
account,” said Sherrill Mane, Senior Vice President, Research, Analytics
and Measurement, IAB. “News publishers get greater impact when they work
with familiar and trusted brands. By the same token, marketers see
greater lift when publishers are perceived by consumers as credible news
outlets. There are a myriad of other issues at play too, so it is
incumbent upon everyone involved to understand key criteria when
agreeing to a native advertising campaign.”
Drilling down into specific news verticals – business, entertainment and
general news – revealed differences in each news user group’s perception
of sponsored content. For example, when asked to look at real-world
mockups of news pages, most business and entertainment news audiences
(82% and 85% respectively) felt that in-feed sponsored content was easy
to single out, while the general news audience had more trouble, with
less than half (41%) recognizing that the material was advertising.
General news audiences continued to be an outlier throughout the
research, but when handled correctly, the study finds that sponsored
content can offer a strong upside for both marketer and publisher across
all three verticals. More than half of business and entertainment news
users surveyed stated that sponsored content has the potential to
increase the favorability of a brand advertiser and news site across a
variety of dimensions. A similar response is also possible with the
general news audience, but it seems that they have a higher bar for
in-feed sponsored content in order to boost their approval of a marketer
“We already knew from click-through rates and other metrics that
sponsored content, or native advertising, has performed well compared to
other display ads,” said Steve Rubel, Chief Content Strategist, Edelman.
“But, with these findings, we’ve now uncovered how consumers really feel
about this content – and are able to provide insights into what it will
take for brands and publishers to succeed when it comes to this form of
“In-depth consumer research, such as this, will ultimately benefit
advertisers, publishers and consumers alike,” said Ari Lewine,
Co-Founder and Chief Strategy Officer of TripleLift, which served as the
sponsor of the study. "It's essential to have objective research on
consumers' viewpoints, and that's why TripleLift supported this
To download the entire “Getting Sponsored Content Right: The Consumer
View” research report, please go to www.iab.net/consumerview.
The IAB and Edelman Berland surveyed 5,000 people who visit U.S. news
sites from PCs. The group was surveyed after they were exposed to mock
in-feed ads that resemble what is now common on business, entertainment
and general news sites. These questions were informed by focus groups
held in New York and Washington D.C. The study has a margin of error of
+/-1.4 percentage points.
About Edelman Berland
Edelman Berland is a global, full-service market insights and analytics
firm that provides corporate, non-profit and government clients with
strategic intelligence to make their communications and engagements with
stakeholders the smartest they can be. The firm specializes in
measurement, tracking and analysis in reputation, branding and
communications. Edelman Berland is part of Edelman, the world’s largest
public relations company. Edelman Berland has more than 100 employees in
offices around the world. Edelman Berland: Intelligent Engagement.
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 600
leading media and technology companies that are responsible for selling
86 percent of online advertising in the United States. The IAB empowers
the media and marketing industries to thrive in the digital economy. The
organization educates marketers, agencies, media companies and the wider
business community about the value of interactive advertising. Working
with its member companies, the IAB evaluates and recommends standards
and practices and fields critical research on interactive advertising.
Founded in 1996, the IAB is headquartered in New York City with a Public
Policy office in Washington, D.C. For more information, please visit iab.net.
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
Mar. 28, 2017 11:15 PM EDT Reads: 3,422
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
Mar. 28, 2017 09:30 PM EDT Reads: 3,700
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Mar. 28, 2017 09:30 PM EDT Reads: 3,797
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, will discuss some of the security challenges of the IoT infrastructure and relate how these aspects impact Smart Living. The material will be delivered i...
Mar. 28, 2017 09:30 PM EDT Reads: 2,203
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
Mar. 28, 2017 08:15 PM EDT Reads: 2,315
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true.
In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, will provide a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services ...
Mar. 28, 2017 07:00 PM EDT Reads: 4,462
Imagine having the ability to leverage all of your current technology and to be able to compose it into one resource pool. Now imagine, as your business grows, not having to deploy a complete new appliance to scale your infrastructure. Also imagine a true multi-cloud capability that allows live migration without any modification between cloud environments regardless of whether that cloud is your private cloud or your public AWS, Azure or Google instance. Now think of a world that is not locked i...
Mar. 28, 2017 06:15 PM EDT Reads: 419
SYS-CON Events announced today that Auditwerx will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY.
Auditwerx specializes in SOC 1, SOC 2, and SOC 3 attestation services throughout the U.S. and Canada. As a division of Carr, Riggs & Ingram (CRI), one of the top 20 largest CPA firms nationally, you can expect the resources, skills, and experience of a much larger firm combined with the accessibility and atten...
Mar. 28, 2017 06:15 PM EDT Reads: 380
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT.
Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
Mar. 28, 2017 06:00 PM EDT Reads: 835
MongoDB Atlas leverages VPC peering for AWS, a service that allows multiple VPC networks to interact. This includes VPCs that belong to other AWS account holders. By performing cross account VPC peering, users ensure networks that host and communicate their data are secure.
In his session at 20th Cloud Expo, Jay Gordon, a Developer Advocate at MongoDB, will explain how to properly architect your VPC using existing AWS tools and then peer with your MongoDB Atlas cluster. He'll discuss the secur...
Mar. 28, 2017 04:45 PM EDT Reads: 442
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Mar. 28, 2017 03:45 PM EDT Reads: 3,093
In his session at Cloud Expo, Alan Winters, an entertainment executive/TV producer turned serial entrepreneur, will present a success story of an entrepreneur who has both suffered through and benefited from offshore development across multiple businesses:
The smart choice, or how to select the right offshore development partner
Warning signs, or how to minimize chances of making the wrong choice
Collaboration, or how to establish the most effective work processes
Budget control, or how to m...
Mar. 28, 2017 03:45 PM EDT Reads: 387
Deep learning has been very successful in social sciences and specially areas where there is a lot of data. Trading is another field that can be viewed as social science with a lot of data. With the advent of Deep Learning and Big Data technologies for efficient computation, we are finally able to use the same methods in investment management as we would in face recognition or in making chat-bots. In his session at 20th Cloud Expo, Gaurav Chakravorty, co-founder and Head of Strategy Development ...
Mar. 28, 2017 03:45 PM EDT Reads: 3,779
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
Mar. 28, 2017 03:45 PM EDT Reads: 4,128
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Mar. 28, 2017 03:00 PM EDT Reads: 9,644