Using Nielsen’s Online Brand Effect survey tool, Sharethrough compared the effectiveness of its native video ads in affecting brand lift metrics , such as awareness, purchase intent and favourability with that of pre-roll video ad units. The study compared the two ad formats in five marketing campaigns. The outcome?
According to the research, all five ads showed that native ad were more competent in increasing brand reach. For the study, Sharethrough served the same creative message in both pre-roll and native ad formats for five advertisers’ campaigns, though the pre-roll ads were restricted to 15 or 30 seconds in length. The native video ads outperformed pre-roll ads for five advertisers, regardless of their campaign’s category or marketing objective.
In one particular case, the findings from a Jarritos campaign whose primary marketing objective was to drive brand favourability revealed that the native ads generated 82 percent brand lift among users exposed to the ads. In contrast, pre-roll units generated 2.1 percent brand lift among users exposed to the ads.
According to the study, consumers were less likely to respond positively to brand surveys featured after a pre-roll video ad.
So what do you term as an native ad?
“Native advertising has definitely become one of the buzz words of 2013, and the industry is still coalescing around a single, agreed-upon definition,” according to Dan Beltramo, executive vice president, product leadership for ad effectiveness at Nielsen. “For the purpose of this case study, we defined native video ads as user-initiated ads that are fully integrated into the natural site experience and do not have a limit on video length.”
As for whether Nielsen has found native ads to be more successful than pre-roll ads, Beltramo said: “There are too many flavors of native ads to make a general statement like that. There are many factors that play into an ad’s success — the creative itself, the site it appears on, the frequency with which consumers see that ad.”
Study results come from five campaigns run by Sharethrough. The company worked with brands to offer the same message in both native and pre-roll advertisements. Following the campaigns, Nielsen used its Online Brand Effect platform to measure brand lift and other metrics.