Sponsored content is when a brand “sponsors,” or pays for, content and is allowed to appear next to it, despite having made no further contributions to the content. There are many benefits of sponsoring, when it is about doing it on digital platforms.
Let’s understand to how much extent we can trust sponsored posts and sponsored content with some pros and cons.
Sponsored Content’s Advantages | Sponsored Post benefits
- Sponsored content generates income
According to a survey by Collective Bias, one-third of Millennials admit to making a purchase after viewing a sponsored post. While most consumers do not immediately reject sponsored content, they do generally reject commercials since they are dishonest and have a hidden agenda to sell you something.
Why?
Customers are more inclined to interact with this kind of native advertising because it doesn’t feel like a traditional sales presentation. Additionally, almost 37% of respondents believed that posts of high quality and value cancel out the content’s promotional nature.
- Sponsored display advertisements outperform standard display advertisements
Pet, food, drink, family, and parenting-related advertisers adore sponsored content since it helps their campaigns to succeed more.
- Sponsored content has better rates of interaction
Increased engagement and relevance are advantages of sponsored content. It can be bent.
Native advertisers can truly succeed by first comprehending their target market and knowing the when, where, why, and how a piece of sponsored content should be placed to further engage consumers (whether that’s with videos or infographics, for example) and create a closer emotional connection with them.
- Consumers are more likely to trust sponsored content than standard adverts
2 in 3 GenZ, Millennial, and GenX consumers believe sponsored content is more authentic than traditional advertising, according to a Time Inc. study.
While GenZ, Millennials, and GenX would all consider sponsored content to be more reliable than traditional advertisements, not all of them would necessarily interact with that content.
What are disadvantages of Sponsored Content?
- It is difficult, if not impossible, to measure performance
- The process of producing sponsored material is onerous, time-consuming, and expensive.
- Sponsored material may mislead users.
Conclusion:
Recent trend reports claim that the number of marketers producing native content has plateaued and that native’s overall growth has decreased. Currently, just approximately 11% of online marketers employ native formats, and firms who purchase native advertisements only distribute them across 10% of all the websites they advertise on.
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