The conversation surrounding native ads has continued to grow, yet there has been a lack of data to support their effectiveness. To that end, Sharethrough collaborated on a study with Nielsen to compare native video ads against pre-roll video ad units. The key findings were released today:
- Native advertising showed a significantly higher brand lift across all five of the campaigns in the study.
- For soft drink brand Jarritos, native ads generated an 82% brand lift amongst users exposed to the ads as compared to just 2.1% for users exposed to the campaign’s pre-roll ads.
- In another campaign for a consumer packaged goods product, native ads generated a 42% lift in purchase intent, while pre-roll did not generate any lift.
- Users were actually “more likely to have negative brand opinions after being exposed to the pre-roll creative than the native ads.”
We also created this infographic to highlight the key takeaways, and we have included some of the top press coverage below:
- All Things D – A Mexican Wrestler Explains How “Native Ads” Work
- Pando Daily – Data, at last: Native ads are killing it, say the sellers of native ads
- ReelSEO – Native Video Ads Outperform Pre-Roll Ads
