Industry News

November 12, 2018

Choice Beats Interruption

In a recent article from digital marketing platform provider Instapage, author Stephanie Mialki discusses the growing video advertising trend of native advertising, which Outbrain defines as “any paid content that is in-feed and inherently non-disruptive.”

Instapage logoThe author explains that these ads are considered “native” because these ads are “formatted specifically for the platform that is hosting it, making it blend in with all other content on the platform.”

Rather than openly promote a product or service, native ads are more about education and entertainment, they are highly targeted, and drive engagement and sharing, especially through social channels.

The article points to a recent study by Sharethrough and Nielsen showing that native advertising results in 82% higher brand uplift compared to pre-roll advertising, which is common across streaming video services Hulu and Netflix, as well as YouTube. According to the article:

Sharethrough and Nielsen conducted a joint study to demonstrate this idea that “choice beats interruption,” by showing the brand-building effectiveness of native video ads versus pre-roll ads. Researchers worked with five different advertisers, all with their own specific campaigns. Each brand created their own message but made it identical for both advertising platforms (native video ads and pre-roll ads).

The study found that all five campaigns, resulted in higher brand lift when using native video ads instead of pre-roll. One campaign even generated an 82% increase with native ads, compared to only 2.1% with pre-roll:

This picture shows the results of a study in which native ads received an 82% lift in conversions over pre-roll ads.

Nielsen study on native advertising impacts

Results also showed that users were “more likely to have negative brand opinions after being exposed to the pre-roll creative than the native ads.” This makes sense because users were interrupted with pre-roll ads but with native ads, they had to stop and pay attention willingly.

You can read the entire article on the Instapage blog here.