60% of Internet users in Poland trust the content contained
Dec 25, 2023 7:00:49 GMT 2
Post by account_disabled on Dec 25, 2023 7:00:49 GMT 2
Most Internet users trust the information and advice provided in sponsored articles, according to a study conducted by the On Board Think Kong Group. Only 1 in 5 readers indicate that the fact that the article was created in cooperation with a company or brand reduces its credibility. At the same time, almost 70% of people expect sponsored articles to be clearly marked. Trust in sponsored articles Sponsored articles are a popular and often effective form of building visibility in cooperation with publishers.
Unfortunately, many such projects are conducted Phone Number Data in a way that misleads readers - comments Norbert Kilen, Strategy Director of the social media & content marketing agency On Board Think Kong. – The results of our study clearly show that the impact of such marking on the perception of content as, for example, less credible is not as great as the fears of some marketers. It is also worth noting that sponsored content is effective in terms of sales. More than 1/3 of Poles active online admit that sponsored content inspired them to buy a product or service at least once.
Norbert Ofmański, CEO of the On Board Think Kong Group, draws attention to the need to mark sponsored articles in a visible way for the reader and adds - It is encouraging that Internet users themselves expect advertising content to be marked, while giving a clear signal that it does not affect the credibility of this content. It is also in line with generally applicable standards in marketing communication, which are unfortunately not always respected. At the end of 2016, the Public Relations Ethics Council developed a "Position on counteracting the phenomena of the so-called hidden advertising", which addressed an appeal to all marketing communication circles and media publishers to increase transparency. It was considered crucial to mark texts commissioned by sponsors appropriately as advertising or sponsored material. The study was prepared by the On Board Think Kong Group in cooperation with the research company SW Research. The CAWI survey was conducted in January 2017 on a representative group of 800 Polish Internet users.
Unfortunately, many such projects are conducted Phone Number Data in a way that misleads readers - comments Norbert Kilen, Strategy Director of the social media & content marketing agency On Board Think Kong. – The results of our study clearly show that the impact of such marking on the perception of content as, for example, less credible is not as great as the fears of some marketers. It is also worth noting that sponsored content is effective in terms of sales. More than 1/3 of Poles active online admit that sponsored content inspired them to buy a product or service at least once.
Norbert Ofmański, CEO of the On Board Think Kong Group, draws attention to the need to mark sponsored articles in a visible way for the reader and adds - It is encouraging that Internet users themselves expect advertising content to be marked, while giving a clear signal that it does not affect the credibility of this content. It is also in line with generally applicable standards in marketing communication, which are unfortunately not always respected. At the end of 2016, the Public Relations Ethics Council developed a "Position on counteracting the phenomena of the so-called hidden advertising", which addressed an appeal to all marketing communication circles and media publishers to increase transparency. It was considered crucial to mark texts commissioned by sponsors appropriately as advertising or sponsored material. The study was prepared by the On Board Think Kong Group in cooperation with the research company SW Research. The CAWI survey was conducted in January 2017 on a representative group of 800 Polish Internet users.