Going native to understand the power of premium content websites

Native ads are an exciting format, but how do they benefit advertisers and how should brands use them? In particular, how obvious should a brand make the connection between them and the content and on what sort of sites and platforms (including social media) do they work best?

Working with the AOP – and with Huff Post, Marie Claire, Mirror, BBC Good Food and The Week – we designed a landmark study that involved a clever design (using ‘distracted exposure’ in a nod to the famous RAB ‘ironing board’ study from the 1980s) to answer these questions, and more.

The findings were fascinating and revealed that consumers like native ads and are more likely to click on them than a regular ad unit – particularly if they’re on a trusted, premium content website rather than on social media.

The study also offers some practical advice to advertisers when it comes to creative, including the need to be transparent and to avoid a hard sell.

“The study has given real practical insight into the combination of  elements that make effective native advertising. It has provided direction for both publishers and advertisers, as well as confirming the value of context. Tapestry brought a creative and insightful methodology and excellent analysis and interpretation to produce clear results.”
Tim Cain, Managing Director, Association of Online Publishers