Advertising overload: Difference between revisions

Line 44:

===Social Media===

~~Stub section~~, ~~necessarily important but just~~ not ~~enough~~ research ~~done yet~~ to ~~write~~.

Social media has become a fundamental part of the advertising world, thanks to the ease with which targeted audiences can be reached based on their interests. However, there are various types of advertising that users encounter when using all the major platforms.

==== 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>https://www.researchgate.net/publication/305718389_The_Deceptiveness_of_Sponsored_News_Articles_How_Readers_Recognize_and_Perceive_Native_Advertising</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>https://www.ftc.gov/business-guidance/resources/native-advertising-guide-businesses</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.

# '''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.

</blockquote>Native ads, as explained in the Sharethrough/IPG Media Labs survey,<ref>https://www.sharethrough.com/blog/ad-effectiveness-study-native-ads-vs-banner-ads</ref> are generally more engaging and lead to stronger brand identification among consumers.

==== 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. According to an Akamai study,<ref>https://www.akamai.com/site/en/documents/research-paper/understanding-the-effectiveness-of-video-ads-a-measurement-study-technical-publication.pdf</ref> 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.

===Web===

@@ Line 44: / Line 44: @@
 ===Social Media===
-Stub section, necessarily important but just not enough research done yet to write.
+Social media has become a fundamental part of the advertising world, thanks to the ease with which targeted audiences can be reached based on their interests. However, there are various types of advertising that users encounter when using all the major platforms.
+==== 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>https://www.researchgate.net/publication/305718389_The_Deceptiveness_of_Sponsored_News_Articles_How_Readers_Recognize_and_Perceive_Native_Advertising</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>https://www.ftc.gov/business-guidance/resources/native-advertising-guide-businesses</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.
+# '''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.
+</blockquote>Native ads, as explained in the Sharethrough/IPG Media Labs survey,<ref>https://www.sharethrough.com/blog/ad-effectiveness-study-native-ads-vs-banner-ads</ref> are generally more engaging and lead to stronger brand identification among consumers.
+==== 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. According to an Akamai study,<ref>https://www.akamai.com/site/en/documents/research-paper/understanding-the-effectiveness-of-video-ads-a-measurement-study-technical-publication.pdf</ref> 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.
 ===Web===