In the advertising world, there are countless metrics that can be used to determine ROI. But the latest confirmation of native advertising’s effectiveness is unlike any other we’ve previously seen.
As part of a year-long effort by native advertising automation firm Sharethrough and Nielsen to scientifically probe the way mobile ads are viewed and received, we’re now reveling in the unique findings of a first-of-its kind neuroscience-centered study that reveals much about native ads and their effectiveness.
The study, which applied eye tracking and neuroscience to mobile advertising, showed that native ads receive two times more visual focus than banners (note: the study was designed to compare native ads and banners both placed in-feed).
“Across native ads and banners, eye gaze appeared to be consistently more concentrated on the native, even though both formats were placed in-feed,” the formal Sharethrough report reads. “Previous studies have demonstrated native’s impact on desktop, where native ads receive 52% more visual focus than banners. This latest study conﬁrms that this behavior is also true on tablet devices.”
Across the board, native ads demonstrate an uncanny ability to draw reader attention to text and also convey brand association in a way that’s far more memorable and engaging than standard banners.
“As mobile adoption and usage grows, consumer attention will become increasingly elusive,” the study concludes, adding that native ads have been proven to command focus and attention. “They can be an effective method for marketers to share their brand’s stories and narrative to the highly distracted mobile consumer.”
Detailed insight and findings from the new report are presented in a corresponding infographic from Sharethrough shared below.