Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Consumers visually engage with native ads 52% more frequently than with traditional banner ads, according to a new study from Sharethrough and the IPG Media Lab.

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: 

 About the research: The study surveyed 4,770 people and used eye-tracking technology to assess the visual attention of 200 consumers. The effectiveness of native ads vs. editorial content was measured by putting both in the exact same placement on a webpage and measuring respective engagement.

Sign up for free to read the full article. Continue reading "Eye-Tracking Study: Native Ads Outperform Banner Ads [Infographic]" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Loading...

ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji