23.05.2023, 14:45
Rambler&Co named the preferences of Russians in native advertising
Source: OREANDA-NEWS
OREANDA-NEWS Over the past year, the advertising market has experienced a new transformation, and now, when the company's image comes to the fore, a variety of brand performance formats are especially in demand. Analysts of the Rambler&Co media holding interviewed more than one hundred thousand Internet users and found out which communication from brands is remembered better. It turned out that the majority of Russians surveyed (70 percent) are closer to a direct advertising message, 30 percent tend to trust the native format more (editorial articles, special projects, brand media).
Among the advantages of direct advertising, online media readers name its honesty (38 percent) and usefulness (36 percent). A fifth (20 percent) notices such communication better, but only 6 percent called it creative. Fans of native advertising put benefit (35 percent) and creativity (25 percent) in the first place. 20 percent of respondents single out her honesty and visibility.
Among the formats of native advertising, the most interesting most readers (65 percent) consider reviews, tests and inspections by influencers of goods and services "on themselves". 13 percent like the "life hack" genre, 11 percent like an interview with a company expert, nine percent like interactive mechanics (tests, quizzes, games). Only two percent is interesting enough news about a product or service.
In any advertising communication, 31 percent of Russians value sincerity. 26 percent say that the main thing is the conciseness of information, 16 percent — humor and joie de vivre. 15 percent expect that advertising will show them the competence and status of the brand, 12 percent appreciate originality and creativity.
Today, the audience is picky not only in the formats of advertising, but also in the meanings of messages from brands. According to readers of online media, in 2023, the first place is occupied by the desire to hear from companies about stable living conditions - this was noted by almost a third of Russians (31 percent). For 24 percent, it is important to understand how brands can make their lives better, for a fifth (20 percent) of respondents it is necessary to learn about unique products and offers. 19 percent want to be confident in the security of their data and the reliability of services, six percent need to hear something corresponding to their values.
The survey was conducted on the resources of the Rambler & Co media holding from May 11 to May 18, 2023, the coverage was 119,846 Internet users, among whom 63 percent of men and 37 percent of women.
Among the advantages of direct advertising, online media readers name its honesty (38 percent) and usefulness (36 percent). A fifth (20 percent) notices such communication better, but only 6 percent called it creative. Fans of native advertising put benefit (35 percent) and creativity (25 percent) in the first place. 20 percent of respondents single out her honesty and visibility.
Among the formats of native advertising, the most interesting most readers (65 percent) consider reviews, tests and inspections by influencers of goods and services "on themselves". 13 percent like the "life hack" genre, 11 percent like an interview with a company expert, nine percent like interactive mechanics (tests, quizzes, games). Only two percent is interesting enough news about a product or service.
In any advertising communication, 31 percent of Russians value sincerity. 26 percent say that the main thing is the conciseness of information, 16 percent — humor and joie de vivre. 15 percent expect that advertising will show them the competence and status of the brand, 12 percent appreciate originality and creativity.
Today, the audience is picky not only in the formats of advertising, but also in the meanings of messages from brands. According to readers of online media, in 2023, the first place is occupied by the desire to hear from companies about stable living conditions - this was noted by almost a third of Russians (31 percent). For 24 percent, it is important to understand how brands can make their lives better, for a fifth (20 percent) of respondents it is necessary to learn about unique products and offers. 19 percent want to be confident in the security of their data and the reliability of services, six percent need to hear something corresponding to their values.
The survey was conducted on the resources of the Rambler & Co media holding from May 11 to May 18, 2023, the coverage was 119,846 Internet users, among whom 63 percent of men and 37 percent of women.
Комментарии