Advertising Goes Native
Spada's research team frequently tackles topics that have never been investigated before. Here's is a typical study we undertook for the technology company, Hexagram Labs.
In 2014 we completed the biggest survey (of over 1000 respondents across the US, UK and Europe) into the use - and sometimes abuse - of a still embryonic online platform: native advertising.
Part of the research team's challenge was that cloudiness obscured the name of the activity itself with 'sponsored content' identified as the most common term.