Advertising overload: Difference between revisions
| Line 54: | Line 54: | ||
====Native ads (In-feed ads)==== | ====Native ads (In-feed ads)==== | ||
Native ads are designed to blend seamlessly into the rest of the feed, mimicking its appearance. They are distinguishable from organic content by the label “sponsored,” often written in very small text. As highlighted by Dr. Bartosz W. Wojdynski’s research,<ref>{{Cite web |last=Wojdynski |first=Bartosz W. |date=Jul 2016 |title=The Deceptiveness of Sponsored News Articles: How Readers Recognize and Perceive Native Advertising |url=https://www.researchgate.net/publication/305718389_The_Deceptiveness_of_Sponsored_News_Articles_How_Readers_Recognize_and_Perceive_Native_Advertising |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref> native ads can easily be misleading. In fact, 68% of participants in his study failed to distinguish them from organic content. Therefore, it is crucial that these ads do not come across as deceptive. The [[Federal Trade Commission|FTC]] follows these three principles:<ref>{{Cite web |title=Native Advertising: A Guide for Businesses |url=https://www.ftc.gov/business-guidance/resources/native-advertising-guide-businesses |url-status=live |access-date=15 Mar 2025 |website=[[FTC]]}}</ref><blockquote> | Native ads are designed to blend seamlessly into the rest of the feed, mimicking its appearance. They are generally more engaging and lead to stronger brand identification among consumers.<ref>{{Cite web |date=20 Apr 2015 |title=Ad Effectiveness Study: Native Ads Vs Banner Ads |url=https://www.sharethrough.com/blog/ad-effectiveness-study-native-ads-vs-banner-ads |url-status=live |access-date=15 Mar 2025 |website=[[Sharethrough]]}}</ref> Native ads are distinguishable from organic content by the label “sponsored,” often written in very small text. As highlighted by Dr. Bartosz W. Wojdynski’s research,<ref>{{Cite web |last=Wojdynski |first=Bartosz W. |date=Jul 2016 |title=The Deceptiveness of Sponsored News Articles: How Readers Recognize and Perceive Native Advertising |url=https://www.researchgate.net/publication/305718389_The_Deceptiveness_of_Sponsored_News_Articles_How_Readers_Recognize_and_Perceive_Native_Advertising |url-status=live |access-date=15 Mar 2025 |website=[[ResearchGate]]}}</ref> native ads can easily be misleading. In fact, 68% of participants in his study failed to distinguish them from organic content. Therefore, it is crucial that these ads do not come across as deceptive. The [[Federal Trade Commission|FTC]] follows these three principles:<ref>{{Cite web |title=Native Advertising: A Guide for Businesses |url=https://www.ftc.gov/business-guidance/resources/native-advertising-guide-businesses |url-status=live |access-date=15 Mar 2025 |website=[[FTC]]}}</ref><blockquote> | ||
#'''Transparency is key''': An advertisement or promotional message should not suggest or imply to consumers that it is anything other than an ad. | #'''Transparency is key''': An advertisement or promotional message should not suggest or imply to consumers that it is anything other than an ad. | ||
#'''Clarity of commercial intent''': Some native ads may be so clearly commercial in nature that they are unlikely to mislead consumers even without a specific disclosure. In other cases, a disclosure may be necessary to ensure consumers understand the content is advertising. | #'''Clarity of commercial intent''': Some native ads may be so clearly commercial in nature that they are unlikely to mislead consumers even without a specific disclosure. In other cases, a disclosure may be necessary to ensure consumers understand the content is advertising. | ||
#'''Clear and prominent disclosures''': If a disclosure is necessary to prevent deception, it must be clear and prominent. | #'''Clear and prominent disclosures''': If a disclosure is necessary to prevent deception, it must be clear and prominent. | ||
</blockquote> | </blockquote> | ||
====Video Ads==== | ====Video Ads==== | ||
Video ads are among the most common forms of advertising on social media and can appear either as standalone content or be inserted at the beginning, end, or middle of another video. Shorter, skippable, and non-intrusively placed ads perform better, as they respect user autonomy. Targeted ads are more likely to capture interest. As with other ad formats, transparency is crucial here as well, ensuring that the ad is not perceived as intrusive.<ref>{{Cite web |last=Krishnan |first=S. Shunmuga |last2=Sitaraman |first2=Ramesh K. |title=Understanding the Effectiveness of Video Ads: | Video ads are among the most common forms of advertising on social media and can appear either as standalone content or be inserted at the beginning, end, or middle of another video. Shorter, skippable, and non-intrusively placed ads perform better, as they respect user autonomy. Targeted ads are more likely to capture interest. As with other ad formats, transparency is crucial here as well, ensuring that the ad is not perceived as intrusive.<ref>{{Cite web |last=Krishnan |first=S. Shunmuga |last2=Sitaraman |first2=Ramesh K. |title=Understanding the Effectiveness of Video Ads: | ||