USA – Advertising company Taboola, has revealed the results of an independent Multichannel Brand Impact study from Kantar, a data, insights, and consulting company. According to Kantar, video advertising in native environments outperforms social media for improving brand favourability and consideration, native video ads boost brand awareness by 26% as part of larger media mixes.
With more than half of marketers saying video is their most lucrative type of advertising, eMarketer forecasts that digital ad spending in the US will reach $270 billion by 2023.
The Kantar Multichannel Brand Impact study measured the effectiveness of video advertising within native environments against other environments, as it relates to helping reach brand impact goals. The study found that compared to social or video platforms, native video ads on the open web have a greater influence on brand consideration and favorability. When exposed to a native video ad, 59 percent of study participants showed brand favorability, as opposed to 50 percent on social platforms and 51 percent on video platforms.
It is also noted in the study that when incorporating native video ads on the open web into a marketing mix, brand recognition increased by 26%. Participants who saw native video advertising displayed a 33 percent top-of-mind awareness compared to just 14 percent of the control group. When native video ads were combined with social platform video ads, top-of-mind awareness rose to 49%.
Adam Singolda, CEO and founder of Taboola, said video ads continue to prove valuable to brands, especially as TV dollars are moving to digital.
“With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages,” Singolda said.
Singolda added, “What the Kantar study and our client work spotlight is that native video ads on Taboola High Impact Placements (HIP) are an essential part of a successful media mix. We provide the editorial environments that people trust, on a massive scale, so brands can amplify their efforts with Taboola.”