Attentional Benefits of Native Ads from the Difficulty of Recognition.

The current study aimed to examine elements that affect time to ad recognition on social media including ad types and disclosure repetition. Additionally, this study examined the influence of time to ad recognition on consequence advertising effectiveness including ad attention and ad clicks. An experiment with an eye-tracker was conducted. Findings showed that consumers spend longer time to recognize native ads than display ads, but disclosure limits its role in ad recognition. Findings implied that the difficulty to identify native ads enhances ad effectiveness. [ABSTRACT FROM AUTHOR]