Ad Effectiveness Study: Native Ads Vs Banner Ads

6
at
6
minutes
Technical Level
April 20, 2015
Sharethrough
Contributing Authors & Industry Leaders
Sharethrough/IPG Media labs surveyed 4,770 consumers and used latest eye-tracking technology to assess the attention of 200 consumers to better understand users visual attention and attitudes clearly for native ads vs standard banner ads.

Native ads are defined by advertising formats that are consistent with the form, style and voice of the platform they appear on. Major social media platforms including Twitter, Facebook, Foursquare and Tumblr, have focused their monetization strategies around these new forms of online ads. Increasingly, top web publishers are deploying these new “native” ad formats, in an effort to lift ad performance and drive better user experiences. The IPG Media Lab/Sharethrough controlled experiment used both native ads and standard banner ads to promote the same brand advertising campaigns across top web publishers.

Key Findings

• 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.

Native Ads Are More Visual Engaging Than Traditional Display Ads

The study showed that users visual attention clearly was superior for native ads than standard banners.

Native Ads Drive Higher Brand Lift Than Traditional Banner Ads

The study showed that native ads drove higher brand lift for all campaigns. Interestingly, the delta was even more pronounced for respondents who had previously bought a product from the advertiser.

Native Ads Are Consumed the Same Way People View Editorial Content

The study showed that users visual attention for native ads was nearly equivalent to the visual engagement of original editorial content.

Sharethrough/IPG Media labs surveyed 4,770 consumers and used latest eye-tracking technology to assess the attention of 200 consumers to better understand users visual attention and attitudes clearly for native ads vs standard banner ads.

Native ads are defined by advertising formats that are consistent with the form, style and voice of the platform they appear on. Major social media platforms including Twitter, Facebook, Foursquare and Tumblr, have focused their monetization strategies around these new forms of online ads. Increasingly, top web publishers are deploying these new “native” ad formats, in an effort to lift ad performance and drive better user experiences. The IPG Media Lab/Sharethrough controlled experiment used both native ads and standard banner ads to promote the same brand advertising campaigns across top web publishers.

Key Findings

• 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.

Native Ads Are More Visual Engaging Than Traditional Display Ads

The study showed that users visual attention clearly was superior for native ads than standard banners.

Native Ads Drive Higher Brand Lift Than Traditional Banner Ads

The study showed that native ads drove higher brand lift for all campaigns. Interestingly, the delta was even more pronounced for respondents who had previously bought a product from the advertiser.

Native Ads Are Consumed the Same Way People View Editorial Content

The study showed that users visual attention for native ads was nearly equivalent to the visual engagement of original editorial content.

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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

Sharethrough/IPG Media labs surveyed 4,770 consumers and used latest eye-tracking technology to assess the attention of 200 consumers to better understand users visual attention and attitudes clearly for native ads vs standard banner ads.

Native ads are defined by advertising formats that are consistent with the form, style and voice of the platform they appear on. Major social media platforms including Twitter, Facebook, Foursquare and Tumblr, have focused their monetization strategies around these new forms of online ads. Increasingly, top web publishers are deploying these new “native” ad formats, in an effort to lift ad performance and drive better user experiences. The IPG Media Lab/Sharethrough controlled experiment used both native ads and standard banner ads to promote the same brand advertising campaigns across top web publishers.

Key Findings

• 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.

Native Ads Are More Visual Engaging Than Traditional Display Ads

The study showed that users visual attention clearly was superior for native ads than standard banners.

Native Ads Drive Higher Brand Lift Than Traditional Banner Ads

The study showed that native ads drove higher brand lift for all campaigns. Interestingly, the delta was even more pronounced for respondents who had previously bought a product from the advertiser.

Native Ads Are Consumed the Same Way People View Editorial Content

The study showed that users visual attention for native ads was nearly equivalent to the visual engagement of original editorial content.

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Sharethrough
Contributing Authors & Industry Leaders

About the Author

Sharethrough is made up of inspired forward-thinkers with first hand knowledge of the industry, who support the business & help the company flourish.

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