European consumers perceive them to be better than social and display formats.
This article cites an Outbrain research which studied the impact of native advertising formats on consumer trust across Europe. For this over 900 consumers across UK, France and Germany were surveyed.
The study stated that native ads shown on premium news websites are 44% more likely to be trusted, 22% more likely to be clicked on and are 24% more likely to lead to future purchases. All this is as compared to ads on social media platforms.
In terms of being easy to understand, native ads rank 62% higher than display ones and are 31% higher than social ads. The report also found that native ads were rated as the “least annoying or intrusive” as compared to both social or display.
[3 minute read]