The Interactive Advertising Bureau (IAB) and Edelman Berland conducted a study on how U.S. online news users feel about sponsored content and, importantly, what it takes for brands, publishers and agencies to get it right. The study focused on in-feed ads like sponsored stories that sit next to pure editorial.
The key takeaway is that we found a direct link between how consumers already feel about the brand advertiser, the publisher and the potential success of the new format. Learn more in the presentation and infographic below.
Some key findings:
- 60% of US news audiences more open to digital ads that TELL A STORY vs. selling a product.
- 90% say “relevancy” is a top factor in sparking interest in in-feed sponsored content.
- In-feed sponsored content gets a 33% boost when featured on well-respected websites.
