Getting Sponsored Content Right: The Consumer View

It is a maxim among sophisticated marketers that clicks are a relatively meaningless metric.  What matters most is the degree to which consumer attitudes can be formed and reshaped by advertising and marketing communication and then translated into sustainable behavior that benefits marketers and their brands. IAB and Edelman Berland conducted the following study, "Getting Sponsored Content Right: The Consumer View," in order to understand how consumers perceive and feel about in-feed sponsored content. Do consumer attitudes differ by media vertical?   Ultimately, the goal is to enable publishers, marketers, advertisers, and agencies to ensure that sponsored content meets consumer expectations and succeeds. The research focuses on the news genre, specifically general news, business news and entertainment news.

Key Findings include:

  • Positive view . . .

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