New Study Reveals 'Native Ad Blindness' in User Feeds
A new study explores 'native ad blindness,' a phenomenon where users swiftly identify and disregard native ads due to subtle signals and rapid scanning. The research, involving 152 participants and eye-tracking technology, provides insights into how users interpret and interact with native ads in their feeds.
The study, utilizing a mixed-methods design, found varied user interpretations of native ads. Some felt deceived by their subtlety, while others remained unaware of disclosures until late in viewing. Interestingly, early focus on disclosures or call-to-action (CTA) elements in sponsored posts often triggered immediate disengagement, acting as 'flags' for avoidance.
The study raises questions about attention levels given to native ads embedded within user feeds compared to non-sponsored content. Sponsored posts received significantly less dwell time and fewer fixations, indicating persistent ad avoidance. Subtle cues in native ads, such as disclosures or CTA buttons, may go unnoticed or prompt rapid disengagement.
The findings refine theories of banner blindness, persuasion knowledge, and dual-process filtering, offering practical insights for advertisers. To mitigate 'native ad blindness,' advertisers should consider making disclosures more prominent and engaging, while balancing the need for subtlety to maintain the native ad format.
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