These online advertising formats work best

Mobile native ads leave a lasting impression on potential customers.Attracting attention, arousing the intention to buy, increasing recognition value - advertising should do all of this. The digital marketplace offers numerous opportunities to present brands online. A Yahoo study tested the effect of various advertising formats on brand indicators such as brand awareness or activation. The following formats were examined as part of a campaign from the travel industry:- Desktop native ads- Mobile native ads- Mobile native ads including content (ads that offer content with added value)- Mobile bannersThe results of the study are clear: advertising formats on smartphones, tablets etc. perform significantly better than the desktop version in all areas of brand awareness. Among the mobile advertising media, mobile native ads, which present user-oriented content, are clearly ahead. They not only strengthen brand awareness, but also motivate most users to buy or book the advertised product or service. "The results show how important content with added value is for long-term success. Content-rich advertising media - especially on mobile devices - are particularly recommended for brands that want to increase brand awareness and boost sales with their campaigns," says Eva Herzog, Head of Research Germany at Yahoo.Content creates awarenessThe study, in which 500 users were asked about different advertising formats, shows in detail: 76% of users remember mobile native ads including content. Even without the user-oriented ad content on a smartphone or tablet, almost one in two (49%) still do. If a native ad is placed on a desktop, advertising recall drops to 30 percent. Mobile banners still achieve 32 percent. And in terms of brand awareness, content-rich mobile native ads also performed best of all the variants examined: Both in terms of unaided and aided brand recall - i.e. with and without memory aid.Increase brand interestContent-rich mobile native ads most frequently arouse interest in the placed brand among the study participants (50%) and more often encourage them to buy: 43% of respondents intend to buy the product or service shown. In comparison: mobile banners show significantly lower values here (brand interest: 30 percent, intention to buy: 26 percent).content also increases users' willingness to book. For example, 43% of users state that content-driven mobile native ads have encouraged them to book a hotel via the provider - a significantly higher willingness than with the other formats (mobile banner: 31%).Native formats increase click figuresAccording to the study, marketers who want to increase their click rates achieve the greatest success with both desktop and mobile native ads. Almost half of all desktop users (47%) were willing to click on the ad, while the figure for mobile native ads was 42%, significantly higher than for mobile banners (32%).About the study and its methodologyYahoo surveyed 500 participants from the UK as part of the study. All users were over 25 years old and had an interest in travel. Mock-ups of all advertising material were created based on the real campaign and integrated into Yahoo pages, which the respondents were shown during the test. The test subjects were able to decide for themselves how long they were confronted with the advertising.