A recent IPG Media Lab eye-tracking study of 4,770 consumers found native ads are seen 53% more frequently than banner ads — 4.1 times per session as compared to 2.7 for banners. As well, the study found 26% of people looked at native ads as compared to 24% who looked at editorial content.
The study’s co-author and IPG Media Labs VP of Consumer Research Strategy Kara Manatt notes native ads may be the happy medium marketers have been looking for saying, “Past research shows us that neither overly intrusive nor easily ignored ads are effective. This study validates that we are on the right path to finding that middle ground.”
And of consumer acceptance of the native advertising unit, 32% of respondents said the unit is something they’d share with a friend of family member as compared to 19% for banners. Great stat but we’d really like to meet one of those 19% who actually shared a banner!
While the advertorial has been around for a very long time, do you think it will survive and thrive in this current format?
