"The Verizon Media-owned company commissioned Sparkler to conduct various studies across the UK, France and Germany in which they asked over 6,000 participants to determine the value of native ad formats via behavioural tests for a set number of brands. In the UK, 31% of people said the native ads they were shown across mobile and desktop devices drove purchase intent, for banner ads the figure was 27%."
"Oath - which sells both formats - also claimed there was unrealised potential for brand advocacy as a result of investing in native. 24% of respondents said display units drove brand advocacy, against 30% who said native ads did. In total, 26% of those surveyed were more inclined to advocate for an advertiser who had used branded content to get their message across."
Oath commissioned Sparkler to run behavioural tests across the UK, France and Germany with over 6,000 participants to measure native ad value. In the UK, 31% said native ads shown on mobile and desktop drove purchase intent versus 27% for banner ads; 15% said they were more likely to consider a purchase when ads appeared as content rather than display. Native formats produced a 10% increase in favourable subconscious brand associations, and mobile branded content delivered a 28% greater positive subconscious impact over traditional display. Native also generated higher brand advocacy (30% versus 24%). Ad intrusiveness perceptions rose and 40% of UK 18–24-year-olds reported using an adblocker.
Read at The Drum
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