Study: Native environment video ads outperform social media
June 29, 2022
Open web recommendation specialist Taboola has revealed the findings of an independent Multichannel Brand Impact study from data, insights and consulting company Kantar which measured the effectiveness of video advertising within native environments against other environments, as it relates to helping reach brand impact goals. Key findings include:
- Native video ads in the open web have a stronger impact on brand favourability and consideration than social or video platforms.
59 per cent of study participants that received a native video ad exposure expressed brand favourability, compared to 50 per cent for social platform exposures and 51 per cent for video platform exposures.
- Brand awareness improved by 26 per cent when adding native video ads in the open web to a marketing mix.
When study participants were shown native video ads, 33 per cent displayed top-of-mind awareness – compared to just 14 per cent of the control group. When native video ads were combined with social platform video ads, top-of-mind awareness rose to 49 per cent.
“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 US will reach nearly $50 billion 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. What the Kantar study and our client work spotlight is that native c on Taboola High Impact Placements (HIP) are an essential part of a successful media mix. We provide the editorial environments that people trust, on a massive scale, so brands can amplify their efforts with Taboola.”