- A new study from the Interactive Advertising Bureau and Edelman Berland seeks to identify what makes a native ad — in this case, in-feed ads — successful.
- Topping the list of factors contributing to success is relevancy, with 90% of respondents naming it the No. 1 factor.
- Over 80% said familiarity with the brands helped the ads and that ads running on news sites that are perceived to be credible increased their own credibility by 33%.
The IAB study isn't groundbreaking, as most marketers would understand that established credibility helps native ads tremendously — it really helps any type of ad. For brands looking to build awareness, it just means those brands will need to run native ads on news sites that are perceived as credible.