Native ads show more brand lift than traditional pre-roll

03/25/2013 | MediaPost Communications

Native advertising has more influence on brand lift that standard pre-roll, according to a study conducted by Sharethrough with Nielsen Online Brand Effect. Jarritos soft drink was one of the brands tested. Native ads tended to be more likely to leave viewers with a favorable impression of a brand than pre-roll ads, and in one case a pre-roll ad actually increased the likelihood that a viewer would say they had an unfavorable or very unfavorable impression of the brand. "Native ads outperformed pre-roll regardless of the category or the marketing objectives of the five measured advertisers," Nielsen noted.

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