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"Native" ads, those that give the appearance of being authentic content (Twitter promoted tweets, Facebook sponsored stories, etc.), can have a negative effect on the perceptions of brands that sponsor such ads, according to a study by MediaBrix.

Advocates of "native" advertising say the format is more effective than standard banner ads, and as key advantages they cite higher click-through and engagement rates because the ads are contextual and often more relevant.

The MediaBrix study focused on perceptions of ads mimicking authentic content across various media, including print (e.g., advertorials in magazines), television (infomercials), and various digital platforms.

Among online adults who had viewed such ads in the previous 12 months:

  • 62% of those who had seen Twitter promoted tweets say those ads "negatively impacted or had no impact on their perception of the brand being advertised."
  • 72% of those who had seen Facebook sponsored ads said such ads negatively impacted or had no impact on their perception of the brand being advertised.
  • 85% of those who had viewed sponsored video ads appearing to be content said such ads negatively impacted or had no impact on their perception of the brand being advertised.

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