Mindshare To Launch Market First Research Into Native Advertising

Media agency Mindshare, in partnership with Fairfax Media, will release the results of an exclusive study into the effects of native advertising.

The study looks at key indicators such as intent and consideration, as well as consumer attitudes to native and other media business models. This is the first study of its kind in the Australian market and is the result of major quantitative and qualitative research, carried out by Mindshare.

Native has been one of the buzzwords of 2014 with hundreds of articles, comments and presentations about the topic.

Much of the conversation and coverage has been about the logistics of native; what constitutes native, who is doing it and how brands can get involved. But Mindshare, with its focus on delivering real business results, wanted to answer a simple question: does it work?

The study will be presented at an exclusive invite-only event at the MCA on November 13, giving clients and publishers invaluable insights into how audiences view different types of native advertising and how they can best be used, as well as the challenges publishers face in terms of how such activity impacts on consumer views of the outlets carrying it.

The event will also see an in-depth interview with GroupM’s Global Chief Digital Officer, Rob Norman. Rob has been involved in digital advertising since its earliest days and led GroupM’s efforts in this area for many years. As well as heading its global strategic direction, he also sits on the board of BBC Global news Ltd, giving him an unparalleled view of the challenges facing the media industry and unrivalled expertise in the solutions available.

Katie Rigg-Smith, CEO of Mindshare Australia said: “At Mindshare we believe that everything begins and ends in media. So we are passionate about understanding how that traditional remit of ‘media’ is changing for our clients and their business. Mindshare Unlocks is a new initiative for us that will allow us to explore a variety of topics most relevant to our clients at any one point in time. For our first Mindshare Unlocks session we are exploring the effectiveness of brand funded content or recently titled ‘native’. We will cover how people are engaging with it and does it actually work for brands. We’re incredibly excited to share this research and look forward to rolling out additional Mindshare Unlocks sessions in 2015.”

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