Native Video Ads Drive Higher Brand-Lift Metrics When Compared To Pre-Roll Videos

Nielsen, a global information and measurement company, collaborated with Sharethrough, a native advertising company, on a performance study comparing the brand-building effectiveness of native video ads against pre-roll video ad units. The study found native video ads, user-initiated content-based videos contextually integrated into a site’s natural experience, to be more effective at driving brand lift […]

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Video clickNielsen, a global information and measurement company, collaborated with Sharethrough, a native advertising company, on a performance study comparing the brand-building effectiveness of native video ads against pre-roll video ad units.

The study found native video ads, user-initiated content-based videos contextually integrated into a site’s natural experience, to be more effective at driving brand lift metrics than the industry standard pre-roll video ads that auto-play before user-selected video content.

To conduct the study, Sharethrough worked with five advertisers, creating native and pre-roll video ads that included the same creative messaging. In all five video ad campaigns, native videos out-performed pre-roll videos, driving higher brand lift metrics.

In conjunction with the case study, Sharethrough published the “What Video Advertising Methods Drive the Highest Brand Lift?”  infographic to illustrate key findings and metrics (click to enlarge):

Nielsen_Sharethrough_native_video_infographic[2][4]


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Amy Gesenhues
Contributor
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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