The answer is an overwhelming "NO," according to a recent survey from Contently, a startup that connects brands with writers who create this kind of content for the Web. Two thirds of the respondents to the survey reported that they felt tricked when they found out that a video or article that they followed was being sponsored by a brand.

More concerning for brand marketers is the fact that over half (54 percent) of the respondents stated that they did not trust sponsored content. A higher percentage of respondents (59 percent) feel that a news site loses credibility if it offers sponsored content on its pages.

There seems to be a lot of confusion among readers as to what “sponsored content” actually is. This reflects the fact that many of the sites that contain sponsored content label the content differently. The survey did find that most readers would prefer to see sponsored content on a site as opposed to banner advertising, as long as the sponsor had some influence over the content.

Some takeaways from the survey are that, while the use of sponsored content has been growing as news organizations look for monetization options, transparency and honesty integrity are keys to maintaining brand integrity with their audience. Both brands that sponsor content and news organizations that offer it would be better served by providing a higher quality of content in an honest and open way.