Video advertising in premium editorial environments increases purchase intention

Video advertising within an article is very effective.Teadsthe inventor of outstream video advertising and a global monetization platform for publishers, today published a new eye-tracking study. According to the study, advertising placed within high-quality editorial content leads to a 27 percent increase in consumer purchase intent. In addition, the scroll rate on premium websites slows down, allowing users to perceive content in a more concentrated manner. This also increases the chance of attracting users' attention with attractive advertising formats. This insight comes at a time when advertisers are questioning what quality of attention can be expected from advertising in social media and video environments.Teads showed 115 participants different commercials on their smartphones on a range of different mobile websites. Mobile HD eye-trackers were used to determine the perception and reaction of the users as well as the engagement with the advertising material in the different content environments. Following the eye-tracking phase, a survey was conducted to obtain relevant information on the effectiveness of the advertising. The eye-tracking session can be here Tead's eye-tracking study shows that premium editorial environments and the context of an ad are decisive for the success of a campaign. Scroll speed is decisive: Users scroll 50 percent more in social feeds, which leads to a higher speed and therefore less attention for advertising. On premium editorial sites, users act slower, scroll less and read significantly more than on social media. As a result, video campaigns have a greater chance of being noticed in a slower, more focused environment than when they are embedded in fast-paced social media environments. The content environment influences the advertising view: Almost nine out of ten users watch video ads within articles, while six out of ten users watch video ads in social feeds. Dwell time on the video: Promotional videos in articles are viewed 24 percent longer than those in social feeds. Longer reading time increases engagementConsumers spend 80 percent of their time reading on publisher sites, compared to 65 percent on social media. Users are 23 percent more likely to read content in high-quality articles than in social feeds. Millennials have a higher recall of native advertisingBecause young people have grown up with digital media, they are less likely to be surprised by native ads and have a greater cognitive capacity to absorb rapidly changing content in parallel. Millennials are twice as likely to remember native video ads than those over 40. "With the rise of mobile, advertisers have an endless, vast array of content environments to reach their target audience, which inevitably leads to the question of which are the best to engage the user," says Bertrand Quesada, CEO of Teads. "This study proves that premium editorial sites are the most effective place for brands to advertise and promises a relaxed, engaged user who is guaranteed to bring greater focus and attention to advertising."