Nielsen Study Compares Native Advertising vs. Pre-Roll

The conversation surrounding native ads has continued to grow, yet there has been a lack of data to support their effectiveness. To that end, Sharethrough collaborated on a study with Nielsen to compare native video ads against pre-roll video ad units. The key findings were released today:

  • Native advertising showed a significantly higher brand lift across all five of the campaigns in the study.
  • For soft drink brand Jarritos, native ads generated an 82% brand lift amongst users exposed to the ads as compared to just 2.1% for users exposed to the campaign’s pre-roll ads.
  • In another campaign for a consumer packaged goods product, native ads generated a 42% lift in purchase intent, while pre-roll did not generate any lift.
  • Users were actually “more likely to have negative brand opinions after being exposed to the pre-roll creative than the native ads.”

We also created this infographic to highlight the key takeaways, and we have included some of the top press coverage below:

 

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