Attitudes Towards Sponsored and Branded Content (Native Advertising)
Traditional display advertising on the web is in trouble. Fewer people are clicking on banners, yields for publishers are static or falling, and many users shut off ads completely. YouGov's research for this report shows that in both the US and UK between a third and a half of online news users use software that blocks the most popular forms of display advertising.
Against this background it is not surprising that content providers, brands, and platforms are looking for new and better ways to reach and engage audiences.