The study, titled Benchmarking the Effectiveness of Native Ads, used surveys and eye-tracking technology to measure ad impact for major brands.
Among the key findings of the study, which reports the results of both a survey and an eye-tracking study:
- Native ads registered an 18% higher lift for purchase intent, and 9% higher lift for brand affinity, than banner ads.
- Consumers looked at in-feed native ad placements 25% more than banner ad units.
- 32% of respondents said a native ad "is an ad I would share with a friend or family member" versus just 19% for banner ads.
- 71% of consumers viewing native ads who had previously bought a product from an advertiser said the brand was one they "personally identify with," compared with just 50% for banner ads.
Also, consumers viewed native ad units and original editorial content nearly identically. In fact, a slightly higher percentage of people tracked looked at native ads (26%) versus editorial content (24%).
For more, check out the following infographic:
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji