Abstract Native advertising has grown tremendously as consumers have shifted attention from traditional to digital media. Using an eye-tracking method and a general population sample, an online survey examined whether consumers could recognize native ads and banner ads on digital news website home pages with similar speed and effectiveness. It also investigated the relationship between ad skepticism and recognition of native and banner advertising. Results suggest that native ads are more discoverable, or more quickly noticed, than banner ads. However, only 68% of participants could recognize at least one native ad, and those who did took significantly longer to recognize native than banner units as ads. Even among consumers with high skepticism toward advertising, who should have richer knowledge about the strategies and tactics of advertisers, no relationship was found between ad skepticism and native ad recognition.

中文翻译：

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在新闻网站首页上检查消费者对本地广告和横幅广告的认知

摘要随着消费者将注意力从传统媒体转移到数字媒体，本地广告已得到极大发展。在线调查使用眼动追踪方法和一般人群样本，研究了消费者是否可以以相似的速度和有效性识别数字新闻网站首页上的本地广告和横幅广告。它还调查了广告怀疑论与对本地广告和横幅广告的认可之间的关系。结果表明，与横幅广告相比，原生广告更容易被发现或被更快地注意到。但是，只有68％的参与者可以识别至少一个原生广告，而那些花了更长的时间才能将原生广告识别为横幅广告的参与者。即使在对广告抱有高度怀疑的消费者中，他们也应该对广告商的策略和策略有更丰富的了解，