Not surprisingly, most people prefer to read ads that don’t look like ads: one study found that 25 percent more consumers looked at sponsored articles than display ads.1 Another study claims that 95 percent of the time, websites that feature branded content were more successful than websites featuring typical advertisements—and are 24 percent more effective at increasing the purchase intent of viewers.2 Finally, more consumers are shifting their web consumption to mobile devices, where sponsored content is believed to have more impact than standard banner ads.3 This chapter looks at how consumers feel about this latest type of advertising.

One publisher said he hasn’t gotten much pushback from consumers against ...

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