One of native advertising’s biggest proponents, San Francisco-based ad tech startup Sharethrough, claims to have found a way to reconcile non-standardization and scale. “Native advertising version one was about how make it work. Native advertising version two is about how to make it scale,” said Sharethrough CEO Dan Greenberg..
Now Sharethrough, a company whose technology enables companies to create and manage native ads, has launched a product that it claims makes it easier for brands to publish native ads on mobile. The company says that its new Sharethrough Mobile platform allows brands to promote sponsored content within the stream of a publisher’s mobile site, automatically giving the ads the look and feel of each site they appear on.
Are native ads “consumed” the same way Web surfers consume editorial content? Buoyed by new eye-tracking research from the IPG Media Lab, the native ad sellers at Sharethrough are making that bold claim.
In a study by IPG Media Labs and Sharethrough, subjects were 25% more likely to look at a native ad than they were at a banner, and they looked at them 53% more frequently, checking them out 4.1 times per session on average, versus 2.7% for banners.
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.
Late last year we made a few predictions about the native advertising market, and one of them was that Yahoo would roll out a native ad solution. So today’s announcement of Yahoo! Stream Ads makes us at Sharethrough feel a little Nate Silver-esque. We also noted that native would be the answer to mobile, so it comes as no surprise that Yahoo will feature Stream Ads on their mobile application. In addition to our predictions, we offered Yahoo suggestions for a native redesign, which included several takes on Yahoo native ads. In the redesign piece, our CEO, Dan Greenberg, noted one major reason why Yahoo was the prime candidate to “go native”:
“Yahoo’s undeniable strength is content. From Sports to News to Entertainment, Yahoo has far exceeded any other Silicon Valley company’s efforts to build loyal audiences through original content. There could not be a better time for Yahoo to go native with content-driven advertising. Brands are investing unprecedented budgets in their own original content and publishing efforts, and are in deep need of new mediums to promote this branded content in native ways.”
Ok, enough with the back-patting. The main reason for this post is to welcome Yahoo to the native party. Their inclusion is a large step for the entire digital advertising industry and a very important stamp of approval from one of the largest media companies. We look forward to additional publishers and media heavy weights following their lead.
From the 1st ever Native Advertising Summit, to an increase in branded custom content, to today’s announcement, 2013 has been a big year for native. To reflect that growth, we plan on rolling out another version of the Native Adscape, which offers the only all-inclusive view of companies, technologies, and publishers involved in the native movement.
Until next time, stay native, friends.
We know why people share content online. Studies have revealed the reasons. Roughly speaking, we share content because (1) we want to amaze and entertain our friends; (2) we want to reveal aspects of our true selves to friends so as to build stronger relationships; and (3) we want to help people by providing them with valuable information and insight. Read more:
For example, a new study from Nielsen says that if you clicked on the Jarritos video because you thought it looked interesting, there’s a good chance you’d think positively about the brand that brought you the clip.