Ad Effectiveness Study: Native Ads For Brand Content

Technical Level
March 16, 2016
Contributing Authors & Industry Leaders
The Forbes Insights and Sharethrough Research teams conducted a study of 136 marketing executives from leading brands including Intel, JetBlue, Heineken, Honda, & K-Swiss to assess the market’s appetite for native advertising and branded video content.

There has been an explosion of branded video content online. However, concurrently with this shift in content, performance from traditional interruptive media tactics are plummeting. ‘Native advertising’ has emerged as the convergence between quality brand video content, and the changing media ad consumption habits of consumers.

‘Native advertising’ allow brands to promote their content into the endemic experience of a site in a visually integrated, choice-based (non-interruptive) way. Many of the largest online platforms have been first on board to adopt native advertising (including Facebook, YouTube, Twitter, Tumblr, StumbleUpon and WordPress). While the term ‘native’ ads have not fully caught on with marketing executives, a majority of marketing executives value the attributes of ‘native’ video:

With 32% of CMOs saying they have bought or are planning to buy native video advertising in the next 6 months; these statistics indicate that the market for native advertising will continue to grow.

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Contributing Authors & Industry Leaders

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