According to a new study, native video ads on the open web have a stronger impact on brand favorability and consideration than on social or video platforms. According to research by Kantar, 59% of study participants that received a native video ad exposure expressed brand favorability, compared to 50% for social platform exposures and 51% for video platform exposures.
The study, which was commissioned by Taboola, comes at a time when eMarketer forecasts show digital ad spending in the U.S. will hit $270B in the U.S. by 2023 with video playing a significant factor – with more than half of marketers citing video as their most valuable ad format overall.
“Video ads continue to prove valuable to brands, especially as TV dollars are moving to digital,” said Adam Singolda, CEO and founder, Taboola.
“With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages.”
Key findings from the Kantar Multichannel Brand Impact study include:
Native video ads in the open web have a stronger impact on brand favorability and consideration than on social or video platforms.
59% of study participants that received a native video ad exposure expressed brand favourability, compared to 50% for social platform exposures and 51% for video platform exposures.
Brand awareness improved by 26% when adding native video ads in the open web to a marketing mix.
When study participants were shown native video ads, 33% displayed top-of-mind awareness – compared to just 14% of the control group. When native video ads were combined with social platform video ads, top-of-mind awareness rose to 49%.
Multi-channel campaigns with native video ads increased engagement
In single-channel social campaigns, people viewed just 51% of the ad. In campaigns that included social ads and native ads, this number jumped to 58%
You can read more about the study here.
Image: Jonas Leupe via Unsplash