Gotta love a good infographic, right? This one by Sharethrough, Inc is a few years old now, and yet I believe it does a good job not only conveying some significant data (which I bet has only become more significant since this study), but it also displays some important and helpful distinctions between the two types of advertising.
I suspect I’ll be sharing this with people fairly often… There is a great deal of information presented in here that I’ve wanted to flush out a bit on my blog here, but hey, why reiterate what this can simply tell you in a more visually pleasing way.
So, have at it! Then, I’ll state a few thoughts at the bottom of this…
Exploring The Effectiveness of Native Ads
A Few Takeaway Thoughts
Two statements in this are extremely significant to me: 32% of respondents said they’d share the native ad with a family member or friends compared to only 19% saying it about a banner ad. This is a huge difference!
One thing that’s a solid, well-known fact is that, even if it’s an ad, if a trusted friend or family member shares it with a person, that person is way more likely to view it favorably and act on it! Possibly one of the most powerful things you could hope for with an ad is not that it would simply “reach the right person” by way of first-exposure, but that the person who is first exposed to it would then pass it on to a friend or family member who trusts the first person. That’s powerful!
Secondly, and quite related to the first, is the finding that 71% of people who bought a product (and we can assume it’s similar for buying a service) “personally identify with the brand after viewing a native ad” vs only 50% who said it after viewing a banner ad.
Why this is so significant is because if a person “identifies” with your brand, they are going to view it favorably, and continuously desire to view it favorably, simply because we all desire to view ourselves favorably. Therefore, anything we “identify” with, even if only loosely, must be a favorable and good thing. We will recommend it and defend it.
I could get into the psycholoy behind why a native ad has more power for this than a banner ad, but that would be somewhat speculation and doesn’t really matter. What matters is that it does have more of this power.