Advertising overload: Difference between revisions

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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 (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.

#'''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>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====

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.

==== Stories Ads ====

Ads that appear in Stories are full-screen, vertical, and often feature interactive elements like swipe-up links, polls, or countdowns. They expire after 24 hours, giving them an ephemeral nature. This study<ref>https://www.researchgate.net/publication/339884883_ADVERTISING_VALUE_OF_INSTAGRAM_STORIES_AND_THE_EFFECT_ON_MILLENNIAL%27S_ATTITUDE</ref> suggests that Story ads are better perceived when they are creative, non-intrusive, and relevant to users' interests.

==== Influencer marketing ====

Influencer marketing is a type of advertising in which brands team up with social media personalities, also known as influencers, to promote a product or service. Most of these influencers have large and engaged followings, which they use in leveraging their credibility and relatability in reaching out to their audiences in ways that feel far more authentic than traditional advertising.

This study<ref>https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial</ref> postulates that users are more influenced by social media personalities with their values and lifestyles. Consequently, the base study identified that authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.

Another study<ref>https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers</ref> emphasizes the '''congruence''': the match between the persona of the influencer, the product he is promoting, and the interests of the audience. When such a fit among the elements is strong, it makes the campaign more credible since it is considered as genuine. With this congruence, their credibility will rise as an influencer, and then the emotional relationship with the audience will be stronger.

Both studies do point out that '''over-commercialization'''—when influencers are promoting too many products or not being transparent—can erode users' trust. Clear disclosures, such as #ad or #sponsored, help to maintain transparency and adhere to advertising regulations. Unfortunately, such disclosures are often hidden among numerous hashtags or omitted altogether.

===Web===

@@ Line 46: / Line 46: @@
 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 (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.
+#'''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>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====
 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.
+==== Stories Ads ====
+Ads that appear in Stories are full-screen, vertical, and often feature interactive elements like swipe-up links, polls, or countdowns. They expire after 24 hours, giving them an ephemeral nature. This study<ref>https://www.researchgate.net/publication/339884883_ADVERTISING_VALUE_OF_INSTAGRAM_STORIES_AND_THE_EFFECT_ON_MILLENNIAL%27S_ATTITUDE</ref> suggests that Story ads are better perceived when they are creative, non-intrusive, and relevant to users' interests.
+==== Influencer marketing ====
+Influencer marketing is a type of advertising in which brands team up with social media personalities, also known as influencers, to promote a product or service. Most of these influencers have large and engaged followings, which they use in leveraging their credibility and relatability in reaching out to their audiences in ways that feel far more authentic than traditional advertising.
+This study<ref>https://www.researchgate.net/publication/342181914_Influencer_Marketing_An_Exploratory_Study_to_Identify_Antecedents_of_Consumer_Behavior_of_Millennial</ref> postulates that users are more influenced by social media personalities with their values and lifestyles. Consequently, the base study identified that authenticity, trustworthiness, and relevance are the key drivers of consumer behavior. Thus, when influencers share real-life experiences of using a product or service, their recommendations are more likely to resonate with followers and result in higher levels of engagement and purchase intent.
+Another study<ref>https://www.researchgate.net/publication/352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_products_and_consumers</ref> emphasizes the '''congruence''': the match between the persona of the influencer, the product he is promoting, and the interests of the audience. When such a fit among the elements is strong, it makes the campaign more credible since it is considered as genuine. With this congruence, their credibility will rise as an influencer, and then the emotional relationship with the audience will be stronger.
+Both studies do point out that '''over-commercialization'''—when influencers are promoting too many products or not being transparent—can erode users' trust. Clear disclosures, such as #ad or #sponsored, help to maintain transparency and adhere to advertising regulations. Unfortunately, such disclosures are often hidden among numerous hashtags or omitted altogether.
 ===Web===