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Consumers Confused By Blurred Line Between Editorial And Native

  • The Drum, Friday, November 14, 2014 6:28 AM

The divide between editorial and advertorial content is not clear enough, according to a new study -- which found that nearly one in three consumers (30 per cent) are unsure if they have read advertorial content or not. The research, carried out by native advertising company Vibrant Media, found that nearly half of these confused consumers (49 percent) felt they had been misled. Of those who felt
misled, nearly half (49 percent) believed that the advertiser or publisher had set out to mislead them intentionally.

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