Native Ads: Effective, But Are They Accepted By Consumers?

A recent study done by the MMA has show some good and bad things about the effectiveness of native ads. Mobile native ads perform 10 times better than display ads, native ads get three times more attention, users spend 40% more time interacting with native ads, and average brand recall was as much as two times higher for native ads. The largest downside to native ads that was highlighted in this report is the fact that consumers feel deceived by native ads. The article discusses differences in response to these ads based on demographic and even the content of the ads.