Content and Native Consumer Research

Insight into consumer attitudes and levels of understanding of content and native marketing.

The research consisted of qualitative research groups across three locations (London, Birmingham and Manchester) offering consumer insights into their understanding of what content and native is and what works.

In summary:

  • People are ‘Always on’ - It’s a less conscious decision to switch on and ‘go online’

  • People are online with a primary purpose in mind - Their primary need should be respected

  • People have a low tolerance for interruptive advertising

  • Relevance and value are key to the advertising being read and having a positive impact.

  • Clarity is an essential ingredient, without it, consumers can feel tricked.


See the research


You must be a member of the IAB UK to view this content. If you are not a member you can find out more here.

Related content

Software can help to produce emotional content

Learn more
Content and Native Measurement Green Paper cover image

Content and Native Measurement Green Paper

Learn more

Immersive media, virtual reality and a new form of media

Learn more

MEMBER RESEARCH: Weve's Primary Entertainment Research 2016

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.