Native vs. Banner: What We Actually See

In a recent neuroscience study conducted by Nielsen and commissioned by ShareThrough, researchers found that native advertising in digital feeds received significantly more visual attention from consumers than banner ads. The study applied brain activity and eye tracking to mobile advertising in an attempt to go beyond measurements that only evaluate a consumer’s conscious reactions to ads and to tap into the brain’s subconscious reactions as well. The subconscious is the motivating force behind many of our actions, including which brands we buy from, with nearly 80% of purchasing decisions made below the level of conscious awareness.

Banner ads are processed peripherally, which is common for images, and receive little-to-no visual focus on the text. Whereas the visual focus on native ads tends to be on the text, which is also true for editorial posts. This visual focus on the text can help to form associative networks of words and brand assets in the reader’s mind, subconsciously influencing and strengthening brand perceptions. Nielsen found that native ads attract users’ eyeballs and attention spans at twice the rate of banner ads, and not just when users look at the entire longform native content, but even when they just see a native headline in the newsfeed.

Recognizing that buyers are complex and that 80% of purchasing decisions are made below the level of conscious awareness, the marketing community understands the value of scientific advances uncovering what drives the arousal and formation of preference. Native ads command focus and attention so marketers must be strategic in their word choices, activating associations that are aligned with the brand or campaign. To increase the likelihood of those associations, and the strength to which they are made, key brand assets, such as logos and thumbnails, should be included in the native ad.

Even when users simply see the headline, they are twice as attentive to the native ad compared to the banner ad, far more likely to click on the content, and far more likely to form a positive association with the advertising brand.

Bullets

• Last year the amount of video from people and brands in Facebook’s News feed increased 3.6X year-over-year.
  mediafb.com

• 70% of marketers plan to increase their use of original visual assets in 2015.
  socialmediaexaminer.com

• In a recent study 86% of buyers expressed some level of desire to access interactive/visual content on demand.
  demandgenreport.com

• 90% of smartphone searches result in an action, like a click to call, find your location or make an appointment and more than half of people searching on a smartphone will make a purchase.
  v2marketingcommunications.com

• The majority of TV fans are marathoners – marathon-viewers, that is. According to a November 2014 study by HUB Research, 55% of U.S. TV viewers marathon-viewed at least occasionally, with 21% doing so frequently. Meanwhile, only 17% had never watched some, most or all of a season’s worth of episodes of a show in a short period of time.
  emarketer.com

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