New survey research from the Internet Advertising Bureau and Edelman Berland finds that consumers possess understandable skepticism about native advertising.
Nevertheless, the results suggest that people willingly read this sponsored content if it is relevant and appears on the site of publisher that they already trust.
However, the key is to tell a story — just as we already do in good public relations efforts — rather than pitching a product or service directly:
Nearly two-thirds (60%) of online news visitors said that they are more open to digital advertising that focuses on a story rather than selling a product.
In other words, give them something that they can use and appreciate rather than simply recreating a banner ad in text form.