Consumers Look At Native Ads More Than Display, According To New Sharethrough Study

Sharethrough
Native Advertising
Published in
1 min readMay 3, 2013

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Over the past several months, Sharethrough worked with IPG Media Lab complete the industry’s first native ad effectiveness study using both eye-tracking and survey-based techniques.

The goal of the study was to measure visual attention and brand lift for native ads from top brands, including National Geographic, Southern Comfort, and a premium travel brand in comparison to traditional display ads.

After surveying 4,770 consumers and using eye-tracking technology on 200 consumers, some of the more telling statistics were:

  • Consumers looked at native ads 53% more frequently than display ads.
  • 25% more consumers were measured to look at in-feed native ad placements (the most common editorial native ad format) than display ad units.
  • Native ads registered 18% higher lift in purchase intent and 9% lift for brand affinity responses than banner ads
  • 32% of respondents said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads.

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Sharethrough
Native Advertising

All-in-one native advertising software for publishers, app developers and advertisers.