Nativo & comScore Study: Native Ads with Branded Content Outperform Benchmarks on Brand Lift

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August 02, 2017 - Originally published by

 

Nativo, the leading native advertising technology platform, and comScore, Inc. (OTC PINK: SCOR) today announced the results of a new study, Efficacy of True Native on Consumer Attitudes and Behaviors. It measured the impact of 25 automotive, tech and CPG native campaigns on brand health metrics from awareness to purchase intent, from April 2016 to October 2016. Findings clearly showed that advertisers' brand metrics throughout the consumer journey significantly improves with native campaigns that leverage a True Native ad experience. True Native includes a native ad unit that clicks-in to branded content that resides on the publisher's site. True Native mimics custom sponsored content packages long offered by publishers but scales across hundreds of relevant premium publishers.

Consumers exposed to True Native ad experiences scored high across aided and unaided brand awareness, ad recall, recommendation intent, and purchase consideration when compared to a comparable control group. The US- based research spanned 110 million viewable ad impressions, 650 thousand page views, 226 survey responses, and conducted a 90% confidence level measuring lift over control group.

Key findings of the study include:

True Native created significant lift compared to unexposed control groups at every phase of the consumer journey:

  • 11pt lift in unaided awareness
  • 18pt lift in online ad recall
  • 13pt lift in purchase intent
This study shows that consumer engagement with native advertising within a trusted publisher’s environment breeds higher impact.

At the top of the funnel, exposure to the native ad and subsequent exposure to the native article significantly increased unaided and aided awareness of the brands, while purchase intent at the bottom of the funnel saw a major lift over our benchmarks.
— Anne Hunter, SVP of Advertising, comScore

The results conclusively reveal True Native's power to positively influence consumers at each phase of the decision-making process. True Native outperformed comScore's benchmarks and created significant lift across five brand health metrics. The native ad exposure had more than double the lift in purchase intent than a traditional digital ad.* For consumers who then saw the native article, there was an incremental eight point lift culminating in a 13pt lift in purchase intent.

"comScore results prove something very important for advertiser and for consumers," said Justin Choi, founder and CEO of Nativo. "True Native respects consumers' expectations by delivering contextually relevant and genuinely useful information that is additive and does not interrupt their online experience. Now they have real-life proof that respecting the user experience has a huge positive impact on brand lift- the consumer reciprocates the respect."