Native ads continue to gain an upper hand on traditional banner ads. That’s the suggestion from a new report by Sharethrough and the IPG Media Lab.
Based on available research, native ads are far more engaging to consumers than banner ads.
The study, Benchmarking the Effectiveness of Native Ads, relied on surveys and eye-tracking technology to explore and analyze ad impact for major brands.
This week, MarketingProfs highlighted some of the report’s fascinating findings, which include:
- Native ads registered an 18% higher lift for purchase intent, and 9% higher lift for brand affinity, than banner ads.
- Consumers looked at in-feed native ad placements 25% more than banner ad units.
- 32% of respondents said a native ad “is an ad I would share with a friend or family member” versus just 19% for banner ads.
To learn more, check out the insightful infographic shared below.