- 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

1. Want to learn more, or get more details? Great! Contact me on:
Simone.Krouwer@uantwerpen.be
NATIVE ADVERTISING IN ONLINE NEWS MEDIA
European spending
on native advertising will reach
€13.2 billion by 2020
And take a
52% share
of the digital display market.
(WARC, 2016)
The influence of disclosures & brand presence
NATIVE ADVERTISING IS ON THE RISE:
What is the influence of both brand presence and disclosure
recognition on readers’ evaluations of advertisers and news media?
BRAND PRESENCE DISCLOSURE RECOGNITION
 There was no influence of brand
presence on ad recognition
BUT:
DIFFERENCES IN:
Brand presence:
How often the text refers to the
advertising brand
Disclosures:
Labels that help the reader to identify
the advertisement
This is an
advertisement
BRAND PRESENCE VS DISCLOSURE POSITIONS
High Low Top Middle Top-and-middle
ONLINE EXPERIMENTAL STUDY:
RESULTS:
 A disclosure positioned at the middle
of a page was more often recognized
 This disclosure recognition increased
ad recognition
290 online news readers participated the study
When brand presence was high, readers
felt more manipulated and irritated
Disclosure recognition did not
elicit any negative feelings
These feelings negatively influenced: There was no negative influence on:
Trust in
news website
Attitudes towards
the advertiser
Attitudes towards
the advertisement
Intention to seek
further information
Trust in
news website
Attitudes towards
the advertiser
Attitudes towards
the advertisement
Intention to seek
further information
KEY RECOMMENDATIONS:
High involvement with the article’s subject had a large positive
influence on all evaluations!
 Clearly disclose native advertisements – this does not do any harm
 Add disclosures at the middle of the news article
 Keep brand presence low
 Focus on highly involved niches
Simone Krouwer – PhD Researcher – University of AntwerpIcons via: The Noun Project