Research and Insights: Examining Consumers’ Recognition of Native and Banner Advertising on News Website Home Pages
Native advertising online – advertisements that look like editorial content – has grown dramatically as a source of revenue for media companies. Online native ads include sponsored news articles, sponsored blog posts, and influencer advertising on social media.
But what is advertising and what is editorial content can be confusing for consumers, which can have an impact on a news site’s credibility. As a result, University of Florida College of Journalism and Communications Advertising Assistant Professor Kasey Windels and Lance Porter from the LSU Manship School of Mass Communication, recently evaluated whether consumers recognize native ads on digital news website home pages at the same speed and as effectively as they do banner advertising.
Posted: March 7, 2020
Category: Digest Only
