Native ads are becoming increasingly popular as it allows publishers to maintain some semblance of editorial control over their advertising, and it gives advertisers a less intrusive space on a platform. But how effective are they at improving brand awareness and perception?
A new study by IPG Media Lab and Sharethrough took 4770 participants and evaluated their reactions to native ads from leading brands such as National Geographic and Southern Comfort. The results? The native ads were pretty effective.
Here are some of the key findings, with more listed in the infographic below:
– Consumers looked at native ads 53% more frequently than
display ads.
– 25% more consumers were measured to look at in-feed native
ad placements (the most common editorial native ad format) than display ad
units.
– Native ads registered 18% higher lift in purchase intent and
9% lift for brand affinity responses than banner ads
– 32% of respondents said the native ad “is an ad I would
share with a friend of family member” versus just 19% for display ads
