Native Video Ads Increase Brand Awareness by 26% in Larger Media Mixes: Kantar Study

The study reveals that video advertising in native environments outperforms social media in improving brand preference and consideration.

Taboola, a global leader in recommendations for the open web, helping people discover things they might love, today announced the results of an independent study of the multichannel brand impact of Kantar, the leader world of data, information and advice.

eMarketer forecasts show digital ad spend in the US will reach $270 billion in the US by 2023 and video plays a big role – more than half of marketers cite video as their most valuable advertising format overall.

The Kantar Multichannel Brand Impact study measured the effectiveness of video advertising in native environments compared to other environments in achieving brand impact goals. Key findings include:

Native video ads on the open web have a stronger impact on brand popularity and consideration than social or video platforms.

  1. 59% of study participants who received exposure to a native video ad expressed brand preference, compared to 50% for exposures on social platforms and 51% for exposures on video platforms.

  2. Brand awareness improved by 26% when adding native open web video ads to a marketing mix.

When study participants saw native video ads, 33% displayed priority awareness, compared to just 14% of the control group. When native video ads were combined with social platform video ads, top notch awareness increased to 49%.

“Video ads continue to prove valuable for brands, especially as TV dollars shift to digital,” said Adam Singolda, CEO and Founder of Taboola. “With industry estimates indicating that video advertising in the United States will reach nearly $50 billion this year, brands have plenty of opportunities to influence customers, as long as they choose the right platforms and the right combination of platforms to relay their messages. What the Kantar study and our clients’ work highlights is that native video ads on Taboola High Impact Placements (HIP) are an essential part of a successful media mix We deliver the editorial environments people trust, at scale, so brands can amplify their efforts with Taboola.”

John C. Dent