Native video advertising on the open web has more impact on brand favorability than ads on social or video platforms. According to an independent multichannel brand impact study by data, insights and consulting firm Kantar, 59 percent of study participants who saw native video ads said they liked the brand, compared to 50 percent for social platforms and 51 percent for video platforms. The advertising company Taboola published the results.
Native ads good for brands
Native video ads are a special form of moving image advertising. Just like native text ads, the video ads are integrated into the editorial part of the website and are therefore harmoniously integrated in terms of content and appearance. Nevertheless, users can see that these are advertisements.
According to the study, brand awareness improves by 26 percent when native open web video ads are added to the marketing mix. 33 percent of participants who saw native video ads responded with a so-called “top-of-mind awareness” – compared to 14 percent of the control group. When native video ads were combined with video ads on social platforms, top-of-mind awareness increased to 49 percent.
Successful media mix
“Video ads continue to prove valuable for brands, especially as TV money shifts to digital,” said Adam Singolda, CEO and founder of Taboola. “It is estimated that video advertising in the US will reach almost $50 billion by the end of the year. Brands have many options to influence customers as long as they choose the right platforms and mix of platforms to get their messages across. The Kantar study and our client work show that Native C on Taboola High Impact Placements are an essential part of a successful media mix.”
The online advertising market in the USA is hotly contested and the rules are disputed. For example, a draft law by the Democratic Party will only allow marketers and companies to place targeted online advertising, so-called “targeted advertising”, in exceptional cases.
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