As lifelong readers, listeners, and TV watchers, all of us well know pretty well how to skip right over advertisements we don’t want to be exposed to.
We’ve grown up glossing right over the Bob the Custom Bricklayer ads in our daily papers and now can ignore Spotify ads without missing a beat. (Sorry.)
As a result of all this learning, hearing that 50% of mobile ad clicks are accidental and that, ouch, you are more likely to complete NAVY SEAL training than click a banner ad doesn’t come as a shock.
But it might be a surprise to see the following infographic that shows the lift associated with native ads. Say, that consumers in the study looked at native ads 53% more frequently than display ads.
Put together by native advertising firm Sharethrough (who, of course, would like to see this sort of info disseminated), the infographic below was produced with IPG Media Lab to be the “industry’s first native ad effectiveness study” using both eye-tracking and survey-based techniques.
Eye opening indeed.
We know there’s a great amount of debate about the effectiveness of native advertising. What’s your take?