Sharethrough and Nielsen, researched native ads performance using neuroscience techniques to understand how consumers react to Native Advertising. Native Advertising is defined as “A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”.
Native Advertising has been proven more effective than banner advertising and some of the key data points to guide your media planning are:
25 percent more consumers viewed in-feed, native ad placements more than standard banners.
97 percent of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
Native ads registered 18 percent higher lift in purchase intent than banner ads.
Consumers looked at native ads 2 percent more than editorial content and spent the same number of seconds viewing.
To understand the impact of Native Ads, Nielsen showed a video simulating the experience of scrolling through an editorial feed. The feed was paused and the participants were shown either a native ad or an in-feed banner. Using a combination of EEG data— measurements of neural activity in the brain—and eye tracking, Nielsen quantified where and how the participants’ focus was being directed.
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