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German consumers open to native ads

News, 19 August 2015

BERLIN: A majority of German internet users have seen native advertising with most not concerned about the distinction between “church and state" as long as they find the content interesting and useful.

Digital marketing firm ForwardAdGroup interviewed almost 500 people about their use and perception of native advertising campaigns and found that they were generally positive thanks to the relevance of the content.

Nearly 70% of those surveyed had read native ads at some time, with two thirds reporting that the fact they found the content appealing was more important than whether or not it was editorial or advertising.

Some 41% had clicked on an ad to see the full article, and of this group, around one quarter had continued to read the entire piece while six in ten had read some of it.

One third rated such ads as 'good' or 'very good' and respondents were twice as likely to regard native ads as interesting and informative compared to display ads (33% v 15%).

They also scored more highly than display ads on entertainment value (30% v 22%), and usefulness (25% v 14%).

The sort of content users were most interested in was background information on their favourite brands, cited by 64%, although photos (44%), funny information (41%) and insider tips (34%) were also cited.

And around one in four said they could imagine commenting on these kinds of content and a similar proportion had already shared content on a particular brand.

Native ads can also bring some unexpected benefits to brands as survey respondents indicated that the nature of such advertising made the advertised brand appear more modern (50%), committed (49%) and creative (46%).

Data sourced from ForwardAd Group; additional content by Warc staff