New Study Uncovers True Impact of Native Videos | Tabula | Open mic
We all know the power of video marketing. But there’s one awesome strategy your brand can overlook: native video ads. These ads appear seamlessly alongside organic content on publisher websites. Data analytics and brand consulting firm Kantar recently released the results of a study on the impact of native video ads in a brand’s marketing mix. The results confirmed that adding native video ads to the marketing mix increases the overall impact of multi-channel online ad campaigns.
Here we take a closer look at Kantar’s findings.
The rise of video marketing
In recent years, video has quickly become one of the most effective content marketing formats. According to Wyzowl’s global study, 86% of marketers surveyed use video in their marketing mix. Of these, 93% said video helped them increase brand awareness, and 81% said video directly helped them increase sales.
Video marketing is most commonly found on websites, social media platforms like Facebook and Instagram, and video platforms like YouTube. And recently, more and more brands are jumping on the native advertising trend, getting their products and messages in front of more receptive audiences in a premium context. With native advertising, video ads have higher contextual relevance: they are displayed with content that covers similar topics, through open web channels such as news and publisher websites.
But the real power comes from using all of these strategies together instead of just one. This is exactly what Kantar discovered.
Kantar’s multi-channel brand impact study
Kantar tested the impact of exposure to an online video ad across multiple digital media channels: a native ad platform, a social platform, and a video streaming platform.
To do this, the study used Kantar Context Lab, Kantar’s advertising effectiveness measurement solution. Two groups of respondents were exposed to an ad campaign across multiple platforms, with a combination of native and social and native and video platform exposures. Multiple groups of matched adults were exposed to the video ads, each group in a specific digital location and platform. A matched control group was not exposed to video ads in search.
Kantar then compared the differences in sensitization and susceptibility in each exposed group versus the control group. This revealed the impact of video advertising exposure on every digital location and platform.
What the study found
The study found that adding native video to the marketing mix had three critical effects: increased brand awareness, greater preference and consideration for the brand and its image, and even higher engagement when ‘it’s combined with other video marketing channels, like social and video platforms. .
1.) Adding native video to the marketing mix improved brand awareness by 25%
Adding native video ads to brand awareness campaigns provided significant improvement over the control group. The study measured three types of brand awareness:
- Brand awareness : Does the brand come to mind first when thinking of companies in its category?
- Unaided Total Consciousness: Does the brand come to mind when you think of companies in its category?
- Awareness of online advertisements: Does the participant remember seeing the ad?
In all cases, awareness was boosted when participants were exposed to native video ads. In the group with three exposures to native video ads, 33% of participants displayed priority awareness, compared to just 14% in the control group. When native video ads were combined with social platform video ads, top notch awareness increased to 49%.
2.) Native Video Ads Driven Preference, Consideration, and Branding
Participants were asked questions about brand preference and consideration, such as:
- if they like the brand
- whether the brand meets their needs better than others
- if they consider the brand to be different from other brands
- whether the brand sets trends for its category
In all cases, participants who were exposed to native video ads responded more favorably than participants who were exposed to ads on social or video platforms. For example, 59% of participants exposed to native video ads expressed brand preference, compared to 50% for exposures on social platforms and 51% for exposures on video platforms.
3.) Multi-Channel Video Campaigns Driven Higher Engagement Than Single-Channel Campaigns
Campaigns incorporating native video ads drove higher viewer engagement than campaigns that played the same video multiple times on the same platform.
When exposed to multi-channel ads, participants viewed a greater percentage of the ad video across social and video platforms. For example, in the group exposed only to ads on the social platform, participants saw 51% of the ad on average. This number increased to 58% when participants were also exposed to the ad through the native advertising platform.
Additionally, more participants watched the full ad on the social and video platform after being exposed to native ads as well. And more viewers turned on audio on the social platform after being exposed to native ads.
Case Study: Sony Increases Performance After Embedding Native Video
Let’s look at a case study of a brand that leveraged native video ads to achieve their business goals: Sony Pictures Entertainment Thailand.
Sony Pictures Entertainment (SPE) Thailand wanted to promote movie trailers and increase ticket sales for three upcoming movies: Spider-Man, Venom and Goosebumps. The company started with a one-channel strategy that used social media videos.
Although they saw decent results, they wanted more impact. The team decided to add native video to their marketing mix, targeting tablet and mobile device users in Bangkok. By the end of the campaign, the native video campaign had generated 194,000 completed video views and 411,000 impressions in addition to those on social media.
Diversify your marketing mix with video ads and get better engagement across all channels
Kantar’s research found that native video ads amplified the impact of ad campaigns in three key areas:
- Brand awareness
- Favourability, consideration and brand image
- Viewer engagement
If you use video ads to promote your brand, but haven’t tried integrating native video, now is the time to add this channel to your campaign strategy. According to the data, there is a good chance that you will see positive results.