Within the online ad universe, there’s been a battle brewing. Which works best, native ads or banner/display ads? According to results from this native ad effectiveness study conducted by Sharethrough and IPG Media Lab, native advertising engages audiences in deeper, lengthier ways. The study’s goal was to measure “visual attention and brand lift” via native ads for various brands as compared with traditional display ads. Sharethrough has a vested interest in these rising numbers as it launched its Mobile Sponsored Stories technology, which powers native ads through the mobile web, including video ads.

Tackling mobile with native ads is more or less uncharted territory at this point, but as mobile activity continues to increase amongst consumers, it seems a natural progression — meeting the consumer where they spend their time and attempting to engage them with ads appropriate to their viewed content. Sharethrough uses Real Time Templating (RTT) technology that enable the ads to identify and match the look and feel of a given site.

Here are some results from the study, which can be further analyzed via the included infographic below:

  • 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.

Also, this Native Ad Generator gives potential clients the ability to see how ads for their companies might look.

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