Tag: Native ads

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.”

Singapore – Yahoo has announced its latest offering in Southeast Asia, Yahoo Stories Ad, an innovative solution that enables a dynamic and interactive storytelling experience. A mobile-web-first solution, Yahoo Stories Ad brings one of social media’s most popular formats to premium environments on the open web, offering advertisers the ability to deliver a more seamless storytelling experience on a larger scale and with greater reach. 

Yahoo said, stories are one of the fastest-growing formats to engage audiences, with over one billion users daily exposed to the format across social media platforms. Among the reasons for the meteoric rise in the appeal of stories is its ability to offer snackable content that favours audiences’ attention investment. Another factor is the nature of stories which empowers consumers with the option to select the content they would like to see. 

Bringing together the popularity of social stories, the seamless browsing experience of native ads, and the power of programmatic advertising, Yahoo Stories Ad delivers rich, full-screen brand narratives in premium, trusted environments. Utilising a range of creative tools, brands and advertisers can now leverage synergistic capabilities to include a combination of static visuals and videos in different panels, and allow users to interact and rewatch content with left and right navigation clicks.

Carol Tay, senior director sales Southeast Asia at Yahoo, shared, “Yahoo Stories Ad is a self-contained brand experience formatted for action. With the ability to customise functionality and provide an elegant and highly visual framework within premium environments, Yahoo’s latest native format will enable brands to not only focus on ad performance but also build brand image and awareness through experiences that consumers know, want and love.”

In addition, primed to take advantage of smartphone features that appeal to consumers, the solution enables advertisers greater flexibility to tailor audience journeys towards consideration and response. Advertisers can directly integrate CTA buttons into Yahoo Stories Ad that bring users to brand and ecommerce websites, booking engines, maps, coupons, discount codes, or shopping carts for consumer action.

Yahoo Stories Ad is now available in markets across Southeast Asia, including Singapore, Malaysia, and the Philippines, and is delivered via native mobile ads.