1. The document summarizes a study that examines how disclosure recognition and brand presence in online news media impact readers' responses to native advertisements.
2. The study found that a disclosure positioned in the middle of a page was more likely to be recognized by readers compared to one at the top. However, disclosure recognition alone did not influence readers' attitudes.
3. High brand presence increased readers' skeptical processing of the ad and led to more negative evaluations of the ad, advertiser, and news website, an effect mediated by increased skeptical processing.
Study: brand presence and disclosures in native advertisementsSimone Krouwer
While several studies have focused on native advertisements’ disclosures, little research has been conducted on native advertisement’s content. Therefore, this experimental study investigated the influence of both disclosures and brand presence (as a content factor) on readers’ persuasion knowledge (PK) and subsequent evaluations. Online news readers (N = 290) were shown a native advertisement with either a top-, middle, or top-and-middle positioned disclosure and either high or low brand presence. Results showed that middle-positioned disclosures were most often recognized, resulting in higher conceptual PK. Yet, disclosure recognition did not affect attitudinal PK and evaluations. Conversely, high brand presence did not increase readers’ conceptual PK, but it did increase attitudinal PK, which subsequently decreased readers’ evaluations of the ad, brand and news medium. These findings have important implications to both news media and advertisers.
Advertising Effect of Native RecommendationAdsplista GmbH
Native advertising promises to defeat the disadvantages of classical online advertising such as banner blindness and to be more effective than display advertising.
To prove the advantages, plista conducted a survey about the advertising effect of plista‘s Native RecommendationAds in collaboration with eye square.
Study: brand presence and disclosures in native advertisementsSimone Krouwer
While several studies have focused on native advertisements’ disclosures, little research has been conducted on native advertisement’s content. Therefore, this experimental study investigated the influence of both disclosures and brand presence (as a content factor) on readers’ persuasion knowledge (PK) and subsequent evaluations. Online news readers (N = 290) were shown a native advertisement with either a top-, middle, or top-and-middle positioned disclosure and either high or low brand presence. Results showed that middle-positioned disclosures were most often recognized, resulting in higher conceptual PK. Yet, disclosure recognition did not affect attitudinal PK and evaluations. Conversely, high brand presence did not increase readers’ conceptual PK, but it did increase attitudinal PK, which subsequently decreased readers’ evaluations of the ad, brand and news medium. These findings have important implications to both news media and advertisers.
Advertising Effect of Native RecommendationAdsplista GmbH
Native advertising promises to defeat the disadvantages of classical online advertising such as banner blindness and to be more effective than display advertising.
To prove the advantages, plista conducted a survey about the advertising effect of plista‘s Native RecommendationAds in collaboration with eye square.
Influencer best practice masterclass - social soupSocial Soup
Key topics we will cover in the masterclass are:
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Infographic native advertising - what is the influence of brand presence an...Simone Krouwer
- Scientific study: scientific study: how do disclosures and brand presence influence readers' evaluations of native advertisements in online news media?
- 290 Belgian online news readers
- An existing native advertisement (from Samsung) has been used to create six versions of native advertisements
- Would you like to know more? Please contact me: simone.krouwer@uantwerpen.be
Presented by Jay Kumar Kamala - Epinion Vietnam
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Transparency for native advertising on online news website - Detailed disclos...Simone Krouwer
Scientific research on the effectiveness of detailed disclosure labels for native advertising on news websites.
The study shows that more detailed labels influence perceived transparency, which in turn positively influences readers' evaluations of native ads, advertisers and news websites
study: readers' evaluations of native advertising in a mobile news appSimone Krouwer
Qualitative study on readers' perceptions of native ads in a mobile news app. Presented at the Annual conference of the American Advertising Academy in New York (2018)
A qualitative study on readers' evaluations of native advertisements in a mob...Simone Krouwer
Usability testing and interviews
4 key factors that are important:
- Recognizability
- Credibility of the advertiser
- Perceived control
- Information utility
Readers prefer native advertisements over paying for online news. Most readers also prefer native ads over banner ads and pre-roll video ads, due to perceived control (banner ads and video ads are more intrustive).
Building brands in the social media agePete Durant
A new marketing planning and strategic framework and best practice content strategy that'll build brands for now, for tomorrow, brands that'll last. Learn how to tell a modern story with this framework.
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Influencer best practice masterclass - social soupSocial Soup
Key topics we will cover in the masterclass are:
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- Building strategic influence programs
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- Following industry best practice for responsible campaign execution
Infographic native advertising - what is the influence of brand presence an...Simone Krouwer
- Scientific study: scientific study: how do disclosures and brand presence influence readers' evaluations of native advertisements in online news media?
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- An existing native advertisement (from Samsung) has been used to create six versions of native advertisements
- Would you like to know more? Please contact me: simone.krouwer@uantwerpen.be
Presented by Jay Kumar Kamala - Epinion Vietnam
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events please visit VietnamBusiness.TV
Conquering Sales With The New Wave of Mobile Brand AdvocatesClosed
It's time to stop thinking of your audience in one dimension. Among your current reach lies more than just customers — there are mobile brand advocates with the power to grow your brand faster than any email marketing campaign or ad word spend. Brand advocates spend 2 times more than average customers and recommend or share 2 to 4 times more than an average customer.
In this slide deck from a recent webinar, learn:
- How to target your brand advocates
- Best practices to building relationships with current and potential advocates
- Solutions to loyalty marketing challenges
- Steps to creating a successful brand advocacy strategy
Transparency for native advertising on online news website - Detailed disclos...Simone Krouwer
Scientific research on the effectiveness of detailed disclosure labels for native advertising on news websites.
The study shows that more detailed labels influence perceived transparency, which in turn positively influences readers' evaluations of native ads, advertisers and news websites
study: readers' evaluations of native advertising in a mobile news appSimone Krouwer
Qualitative study on readers' perceptions of native ads in a mobile news app. Presented at the Annual conference of the American Advertising Academy in New York (2018)
A qualitative study on readers' evaluations of native advertisements in a mob...Simone Krouwer
Usability testing and interviews
4 key factors that are important:
- Recognizability
- Credibility of the advertiser
- Perceived control
- Information utility
Readers prefer native advertisements over paying for online news. Most readers also prefer native ads over banner ads and pre-roll video ads, due to perceived control (banner ads and video ads are more intrustive).
Building brands in the social media agePete Durant
A new marketing planning and strategic framework and best practice content strategy that'll build brands for now, for tomorrow, brands that'll last. Learn how to tell a modern story with this framework.
The cost of advertising on social networks continues to increase substantially quarter over quarter. Brands need to become more more agile in their media investments to maintain a sustainable return. In this panel hear how brands are starting to shift some of their attention to loyalty, expanding their reporting scope to include new metrics, justifying continued and future investments.
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Science Communication - How to share your knowledge succesfully with a wider...Simone Krouwer
Shine with your #Scicomm – Ways to share your research successfully with a wider public
Would you like to share more about your work, research and / or observations with the general public (‘normal people’ ;-)) outside academia? But…- do you ‘have no idea where to start’? - do you think you ‘have nothing to tell’?- do you think that ‘a wider public won’t be interested’?- do you think it’s a waste of time because publishing is what ultimately counts? Then I welcome you to the academics-who’d-like-to-make-an-impact-but-don’t-know-where-to-start-or-what-to-tell-so-nevermind-I-keep-focusing-on-just-publishing-club!
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Steeds meer bedrijven maken gebruik van storytelling om hun imago als werkgever te versterken. Om aandacht te krijgen voor die verhalen wordt er vaak gebruik gemaakt van zogenoemde ‘native advertenties’ – advertenties die dezelfde vorm hebben als de gewone media-inhoud van een website. Bijvoorbeeld: een gesponsord nieuwsartikel op een nieuwswebsite. Maar wat vinden lezers van native advertenties? Hebben ze wel door dat ze naar een advertentie kijken? En wat zijn absolute do’s en don’ts?
In deze presentatie vind je de antwoorden.
Zie www.simonekrouwer.com en http://www.employerbrandingbootcamp.be/ voor meer informatie.
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Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
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brand presence and disclosure labels native advertising study
1. TO DISGUISE, OR DISCLOSE?
The influence of disclosure recognition and brand presence
on readers’ responses towards native advertisements
in online news media.
Simone Krouwer, Karolien Poels & Steve Paulussen
University of Antwerp
Simone.krouwer@uantwerpen.be
Twitter: @SimoneKrouwer
2. Suffers from “Banner Blindness”
AN AVERAGE ONLINE NEWS READER…
Doesn’t pay
anything for
online news
(BE: 88%)
Uses an
AD blocker
(BE: 23%)
3. Non-disruptive advertising
Look and feel of news article
Federal Trade Commission:
“A disclosure may be necessary
to prevent deception”
NATIVE ADVERTISING
Simone Krouwer – University of Antwerp
4. STATE OF THE ART: DISCLOSURES Sponsored
by science
Can increase ad recognition (conceptual PK)
(e.g. Van Reijmersdal, 2016)
Can subsequently lead to negative attitudinal responses
Attitudinal PK Skeptical processing
(Boerman et al., 2012)
Can lower evaluations of the advertisement and advertiser
Decrease in credibility (Wojdynski, 2015)
No studies yet on impact on news website
Simone Krouwer – University of Antwerp
5. Persuasion Knowledge:
Conceptual PK Ad recognition
Attitudinal PK Critial / skeptical processing
WE DON’T WANT TO BE MANIPULATED…
(e.g. Boerman, 2014)
6. HOWEVER…
Readers often don’t recognize disclosures! (less dan 25%)
Highest disclosure recognition when they are middle-positioned
(Wojdynski, 2015)
Disclosure (and subsequently ad) recognition does not always lead to
negative evaluations of the ad and context…
(E.g. Becker-Olsen, 2003; Carr and Hayes, 2014)
Other factors may play a moderating role
Simone Krouwer – University of Antwerp
7. WHAT ABOUT THE CONTENT?
Case study: “Negative evaluation of native ad cannot be explained by disclosure”.
(Carlson, 2015)
Simone Krouwer – University of Antwerp
8. BRAND PRESENCE
High brand presence can increase suspicion
Information Utility & Inferences of Manipulative Intent
Increase in value for reader =
Advertisement mainly benefits the advertiser =
(e.g. Campbell, 1995; Sweetser, 2016)
High brand presence less benefits lower attitude
towards the ad. (e.g. Wentzel, Tomczak, & Herrmann,2010)
Negative advertising experiences may spill-over on the
context. (Yang and Oliver, 2004; Ha and Litman; 1997)
Simone Krouwer – University of Antwerp
9. EXPECTATIONS
Disclosure position and recognition
H: A middle-positioned disclosure will be more often recognized than a top-
positoned disclosure
RQ: Will a top-positioned disclosure combined with a middle-positioned
disclosure significantly increase disclosure recognition?
H: Both disclosure recognition and high brand presence will:
Increase conceptual PK
Increase attitudinal PK
Decrease attitude towards the ad and advertiser,
mediated by increased attitudinal PK
Negatively influence news website credibility,
mediated by increased attitudinal PK
H: Brand presence will moderate the effects of disclosure recognition:
High brand presence will increase the negative effects.
Simone Krouwer – University of Antwerp
13. 46,9% Male
53,1% Female
290 ONLINE NEWS READERS
Average age:
42 years
Min. age = 18
Max. age = 66
73%
Visits more than
once a week the
news website
Binary Logistic
Regression
ANCOVA analysis
Preacher & Hayes
mediation analysis
Simone Krouwer – University of Antwerp
14. DISCLOSURE RECOGNITION
Middle - positioned disclosure
sig. more often recognized
(22.8% VS 11.2%)
X No added value of top- and
middle-positioned disclosure
disclosure
(26.7% VS 22.8%)
X Attitudinal
PK
X
Aa
d
Conceptual PK
F(1, 285) = 8.81, p = .004)
Disclosure recognition
X Ab
X News website
Simone Krouwer – University of Antwerp
+
+
-
-
-
15. BRAND PRESENCE
X Conceptual PK
Attitudinal PK
(F(1, 283) = 139.24, p < .001)
High Low
Brand presence
News website
(B = -.36, SE = .08; 95%
CI = -.543 to -.200).
Ab
(B = -.23, SE = .08; 95%
CI = -.397 – -.079).
Aad
(B = -.69, SE = .12; 95%
CI = -.960 to -.472).
Simone Krouwer – University of Antwerp
• All effects controlled for news website experience and involvement
• News website, Ab and Aad mediated by attitudinal PK
-
-
-
+
+
16. Simone Krouwer – University of Antwerp
DISCLOSURE RECOGNITION BRAND PRESENCE
17. CONCLUSION
Disclose! But disguise the brand…
1. No influence of disclosures on readers’ attitudinal PK & evaluations…
VS other studies? Different disclosures, different contexts…
2. Influence of brand presence on all evaluations, mediated by attitudinal PK
Important to focus more on brand presence, and other content factors?
Focus more on attitudinal parts of PK!
3. Especially important for news media’s credibility
Simone Krouwer – University of Antwerp
18. LIMITATIONS & FUTURE RESEARCH
Limitations
Self-reported disclosure recognition
Existing, well-known brand
Only short-term effects for news media
Future research
Other content characteristics, e.g. two-sided information (Eisend, 2007)
Different types of brands (also fictive brands)
Long-term effects for advertisers and news media
More direct measurements of attitudes and behavior
Simone Krouwer – University of Antwerp
19. THANKS!
ANY QUESTIONS?
Simone Krouwer, Karolien Poels & Steve Paulussen
University of Antwerp
Simone.krouwer@uantwerpen.be
@SimoneKrouwer
22. DISCLOSURE RECOGNITION BRAND PRESENCE
X There was no significant
influence on conceptual PK
A disclosure positioned at the middle
of a page was more often recognized
This disclosure recognition increased
Conceptual PK
X Disclosure recognition did not
increase attitudinal PK
High brand presence did
increase attitudinal PK
X Disclosure recognition did not
decrease Aad, Ab & evaluation of the
news website
Which subsequently sig. decreased
Aad, Ab & News website evaluation
Simone Krouwer – University of Antwerp
23. 2. DISCLOSURE POSITION AND RECOGNITION
Top-positioned
disclosure
Middle-positioned
disclosire
Top-and-midle
positioned
disclosure
Yes 11,1% 22,8% 26,7%
No 88,9% 77,2% 73,3%
The text contained the label: “aangeboden door Samsung”.
Have you seen this label?
24. BRAND PRESENCE
High Low Significantie
Conceptual PK 4.49 4.23 p = .120.
Attitudinal PK 4.40* 3.28* p < .001.
Aad 5.08* 4.54* p < .001.
Ab 4.26* 4.41* p = .043.
News website 4.28* 4.70* p = .001.
* = significantly different
25. DISCLOSURE RECOGNITION
Yes No Significantie
Conceptual PK 4.75* 4.27* p = .004
Attitudinal PK 3.95 3.96 p = .960
Aad 4.63 4.82 p = .971
Ab 4.43 4.31 p = .362
News website 4.40 4.50 p = .196
* = significantly different
26. 5 EXPLAINING THE NEGATIVE EFFECT OF HIGH BRAND PRESENCE
Degree to which readers felt manipulated by the text
1 = Not al all, 4 = neutral, 7 = Very strong
In low brand prominence
conditions
3.28 4.40
In high brand prominence
conditions