Sponsored content is fundamentally designed to blend in with the look and feel of the other articles on a site, and actual written disclosures such as “Sponsored” or “Advertisement” are often hard to see even if you’re looking for them. So is it any wonder consumers can’t tell the difference between content that brands pay for and regular articles?
Contently surveyed 509 consumers ages 18 and up, showing them one online brand sponsored piece from The New York Times, The Wall Street Journal, The Altantic, The Onion, BuzzFeed or Forbes or an actual article on Whole Foods in Fortune.
In four out of the six groups shown a native advertisement, a strong majority said they thought the ad was an article.
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