Internet users prefer native advertising
According to an Ebuzzing study conducted by Nielsen, the positive perception of context-sensitive video advertising rubs off on the advertised brands, thereby enhancing branding effects.
Native advertising formats are very popular with internet users: more than one in two find moving image advertising in editorial content appealing (54%) and entertaining (56%). Just under a third (31%) would even prefer native advertising formats to any other advertising format on the Internet. This is the result of a recent Nielsen study conducted on behalf of Ebuzzing. For the first time, the study compared the advertising perception of several brand campaigns in which either Ebuzzing's native video advertising format Inread or classic pre-roll ads were used. According to the results, the high user favorability of the native advertising format has a direct impact on the advertised brands and thus ensures increased branding effects: Almost three quarters (74 percent) directly associate the positive feeling when viewing the native advertising format with the advertised brand. With traditional pre-roll ads, only 59 percent make a direct connection between the brand and the advertising medium. Context-sensitive moving image advertising therefore offers a decisive advantage for advertisers: 71 percent of internet users perceive brands that are advertised with native advertising formats in the thematically relevant context of the website much more positively than with traditional pre-roll ads (59 percent).
"For advertisers and media agencies, these figures from the latest Nielsen study mean one thing above all: brand campaigns with native advertising formats achieve significantly stronger branding thanks to their high user acceptance. The study thus officially confirms what Ebuzzing's advertising customers have long known. Finally, our native video advertising format Inread is characterized by a particularly high level of content relevance. To this end, the advertising medium is based on a semantic context targeting algorithm developed by Ebuzzing, which precisely analyzes the content of editorial articles and automatically selects the thematically appropriate video ad on the page," says David Mahoney, Managing Director at Ebuzzing.
About the study
The current Ebuzzing study was carried out in collaboration with Nielsen. For the measurements, two specific brand campaigns with the native advertising video format inRead from Ebuzzing were examined and compared with the perception of classic pre-roll ads on the same premium media sites. For this purpose, over 1600 internet users from the USA and the UK were surveyed in an online survey.
