Over the past several months, we have worked with IPG Media Lab to complete the industry’s first native ad effectiveness study using both eye-tracking and survey-based techniques. The goal of the study was to measure visual attention and brand lift for native ads from top brands, including National Geographic, Southern Comfort, and a premium travel brand in comparison to traditional display ads. After surveying 4,770 consumers and using eye-tracking technology on 200 consumers, some of the more telling statistics were:

  • 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.

To see full results take a look at the infographic below.

Native ads vs. banners infographic

This Post Has 44 Comments

  1. Amro Naddy

    First off, congratulations for conducting this phenomenal study; I’m going to link to it momentarily on the AdCurv blog.

    I guess I’m curious about to what extent the conclusions of this study simply validate the nature of display and native ads.

    “Native”, in this case, I think can be fairly defined as contextual advertising that at first glance looks like native content — e.g. a “Sponsored Post”, or a publisher linking to an article by a “Trusted Partner”. Display is fundamentally different: it’s a banner ad displayed around the content that is usually clearly demarcated as an ad. So, sure — by definition, anything that doesn’t immediately look like an advertisement is going to be more engaging than something that clearly looks like an advertisement.

    Is that unfair?

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