Native Advertising’s Effectiveness
IPG Labs loves making experiments. The NYC and SF-based team of marketers, engineers, and just plain curious types is committed to “find new ways to solve problems by applying the latest technology to marketing challenges through custom-tailored, client-led experiments.”
In a 2013 study, the company, in cooperation with in-feed advertiser, Sharethrough, completed the industry’s innaugural native ad effectiveness study, using both eye-tracking and survey-based techniques. The findings were compelling, proving that, done well, native advertising can generate engagement on par with traditional editorial content. Sometimes, yielding greater referral, social sharing, and engagement.
In fact, the study found:
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Consumers looked at native ads 53 percent more frequently than display ads.
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25 percent more consumers were measured to look at in-feed native ad placements (the most common editorial native ad format) than display ad units.
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Native ads registered 18 percent higher lift in purchase intent and 9 percent lift for brand affinity responses than banner ads
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32 pecent of respondents said the native ad “is an ad I would share with a friend of family member” versus just 19 percent for display ads.
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