plista native ads survey

plista GmbH | Adver2ser| T: +49 30 4737537-76 | [email protected]

Adver&sing Impact of Na&ve Ad Formats Market Research Survey at the example of plista Na2ve VideoAds & Ford EcoSport Research Ins2tute:

plista GmbH | Adver2ser| T: +49 30 4737537-76 | [email protected] 2

Survey key facts

Ad format plista Na2ve VideoAd

Customer/Campaign Ford/Ford EcoSport Thats Ford: Always connected

Sample size Reference measurement: n = 603 Campaign measurement: n = 367

Survey period Reference measurement: 07/02 07/03/2014 Campaign measurement: 07/14 07/28/2014

Methodology On-site ques2onnaire in mobile environments before (zero measurement) and during (campaign measurement) the campaign run

Market research ins&tute Interrogare GmbH

Objec&ve Analysis of the adver2sing impact of plista Na2ve Ads Comparison of plista Na2ve Ads and standard display banners with regard

to how they are received by users

Ad impressions 15 millions


Survey sample*

67,2

32,8

67,2

32,8

Male Female Reference measurement (n=603) Campaign measurement (n=367)

49,1 43,1 53,2

39,4

18-29 years 30-49 years 50+ years Reference measurement (n=603) Campaign measurement (n=367)

29,4 31,5 30,8 21,5 34,5 37,9

Without a school-leaving cer2cate (yet)

Secondary school

Comprehensive school

Grammar school University degree

Reference measurement (n=603) Campaign measurement (n=367)

28,3 27,7 17,4 26,5 28,3 27,7 17,4 26,5

up to 1.500 1.500 - 3.000 3.000 (+) No response

Reference measurement (n=603)

*Ager weigh2ng by gender and income, age adjustment (exclusion of persons under 18 years) Basis: All respondents, informa2on in percentage Ques2on: Finally, we would like to ask you some ques2ons about yourself. Are you?, How old are you?, What is your highest level of educa2on? , What is your net monthly household income?

7,8 6,8

7,5 5,1 0,8 1,0

Educa&onal aPainment Monthly net household income

Gender Age

Campaign measurement (n=367)


Video expandable Teaser with

video preview

4

Ad format

Video in user-ini2iertem Expandable-Format

Voluntary adver2sing consump2on: The video is played only by touching the ad (mobile) or on mouseover (online)

Video expands from a Na2ve Recommenda2onAd

Placed amidst editorial recommenda2ons Video run2me: freely selectable

plista Na&ve VideoAd Delivery

Online

Mobile

Editorial ac2cle recommenda2on


Adver&sing material

Ford EcoSport: Thats Ford: Always connected


Adver&sing material

To play the video please rst save the presenta2on on your desktop and than press the play bupon.


Survey Results I: Adver&sing Impact of plista Na&ve Ads


Survey results at a glance

*in der relevanten Zielgruppe der Befragten ber 30 Jahre mit Interesse an Autos (Kampagnenmessung)

Aided Brand Awareness

Increase in brand awareness by

41%

Image Upli^

Image Uplig up to

114%*

Inten&on to buy

Increase in inten2on to buy by

45%

Ad Liking

50% of the respondents

perceive the adver2sing material in a na2ve format posi2vely.

The survey results verify the posi&ve adver&sing impact of plista Na&ve Ads on:


Basis: All respondents, informa2on in percentage Ques&on: "Are you familiar with the Ford EcoSport, even if only by name?"

28,2

39,7

Na2ve Ads lead to a signicant increase in brand awareness. Before the campaign, the Ford EcoSport is recognized by 28% of survey respondents. Agerward the recogni2on value is around 40%. This corresponds to an increase of 41%**.

* 5% Signicance level, ** 1% Signicance level

1. Increased brand awareness

41%**




2. Increased inten&on to buy

Basis: All Ford EcoSport acionados , top two values, specica2on in percentages Ques&on: "Can you envision yourself buying the Ford EcoSport?" Scale: "1 - Yes, absolutely" - 4" No, not a chance"

27,6

39,9



Na2ve Ads cause a signicant (45%) increase in the inten&on to buy.

45%*



3. Ad liking: posi&ve ad percep&on The tested adver2sing material is perceived posi&vely: Almost half of the respondents evaluate the adver2sing material as good or very good.

8,3

41,3

29,9

14,1 6,3

very good good neither good nor bad

not as good not good at all

Top two:

49,6%

Basis: All respondents to the campaign measurement (n=367), informa2on in percentages Ques&on: "How much did you like the adver&sing material overall?" Scale: "1 - very good" - "5 - not good at all"

(n=367)


Adver&sing Impact of plista Na&ve Ads in the relevant target group


1. Focus on the relevant target group In the relevant target group of respondents over 30 years of age with an interest in cars the measured upligs are par&aly even higher than in the overall group.

32,6

45

Basis: All respondents over 30 years of age with an interest in cars, informa2on in percentage Ques&on: "Are you familiar with the Ford EcoSport, even if only by name?"

38%

35,5

53,9

Basis: All Ford EcoSport acionados over 30 years of age with an interest in cars, top two values, specica2on in percentages Ques&on: "Can you envision yourself buying the Ford EcoSport?" Scale: "1 - Yes, absolutely" - 4" No, not a chance"

52%

Brand awareness Inten&on to buy

18,8

44,0

18,7 11,3 7,2

very good good neither good nor bad

not as good not good at all

Top two:

62,8%

Basis: All respondents to the campaign measurement over 30 years of age with an interest in cars (n=53), informa2on in percentages Ques&on: "How much did you like the adver&sing material overall?" Scale: "1 - very good" - "5 - not good at all"

Ad liking




2. Image upli^ in the relevant target group plista Na2ve Ads lead to an increase in posi&ve brand percep&on in the relevant target group of survey respondents over 30 years of age with an interest in cars in all surveyed dimensions.

0 20 40 60 80

*

67%



The Ford EcoSport is modern.

The Ford EcoSport oers innova2ve technology.

The Ford EcoSport is reliable.

The Ford EcoSport oers good value for the money.

The Ford EcoSport is likeable.

The Ford EcoSport stands for sustainability.

The Ford EcoSport suits me.


114%

44%

Ager the campaign run the respondents of the relevant target group perceive the Ford EcoSport in par2cular as more trustworthy (36% to 59%) and more likeable (36% to 51%). The greatest image improvement can be observed in the dimension "The Ford EcoSport oers good value for the money": The approval values were more than doubled (from 32% to 69%).

Increase by:

Respondents over 30 years of age with interest in cars

Basis: Ford EcoSport acionados over 30 years of age with interest in cars (n = 55) Ques&on: "What is your general opinion of the Ford EcoSport? Please indicate the extent to which you agree with the following statement." Scale: "1 - denitely agree" - "5 - denitely disagree", top two values in percentages


Survey Results II: Na&ve Ads vs. Standard Banners


Survey results at a glance

Banners are disturbing

83% of all respondents nd

standard banners disturbing or somewhat

disturbing.

Posi&ve percep&on

50% of all respondents perceive plista Na2ve Ads more posi2vely than standard

banners.

Voluntary ad consump&on

95% of all respondents want to be able to decide for themselves

whether and how they interact with product

informa2on.

Compared to standard display banners plista Na&ve Ads perform bePer:

plista Na2ve Ads are perceived more posi2vely than standard banners because they allow for voluntary adver&sing consump&on, they do not disturb the consump2on of editorial content. they do not disrupt the users reading ow.


1. Evalua&on of standard display banners

3,5

13,8

46,7

36,0

informa&ve somewhat informa&ve

somewhat annoying

annoying

Standard video ads and display banners are at a disadvantage: 83% of all respondents nd them annoying or somewhat annoying.

Basis: All respondents (n = 970), informa2on in percentages Ques&on: "Do you think standard video ads and display banners in the internet (mobile and online) to be more annoying or informa&ve? Scale: "1 - informa&ve" - "4 - annoying"

82,7 %


2. Voluntary adver&sing consump&on is crucial

Almost all of those surveyed (95%) think that Internet users should be able to decide for themselves whether and how they interact with product informa2on.

63,5

31,3

4,2

generally true somewhat true somewhat untrue does not apply at all

1,0

Top Two:

94,8%

Basis: All respondents (n = 970), informa2on in percentages Ques&on: "To what extent does the following statement apply to you?" Internet users can decide for themselves whether and how the interact with product informa&on." Scale: "1 - applies completely" - "4 - does not apply at all", top two values in percentages

(n=970)


3. Standard display banners vs. plista VideoAd

7,8

42,5

31,1

18,6

more informa&ve somewhat informa&ve somewhat annoying more annoying

In direct comparison, plista na&ve ads perform bePer : The Na2ve Ad integrated into the content was perceived more posi&vely by about half of the respondents than standard display banners and ads.

Top Two:

50,3 %

Basis: All respondents in the campaign group (n = 367), informa2on in percentages Ques&on: "Do you nd the informa&on on the Ford EcoSport to be more annoying or more informa&ve than standard display banners and ads?" Scale: "1 - more informa&ve" - "4 - more annoying"

(n=367)

1,0


4. Advantages of plista Na&ve Ads over standard display banners - Top2

I found the Ford EcoSport ads more informa&ve because...

Basis: Respondents who found the informa2on about the Ford EcoSport more informa2ve than standard display banners (n = 185) Ques&on: "You have indicated that you found the informa&on about the Ford EcoSport more informa&ve than standard display banners and ads. I found the Ford EcoSport ads more informa&ve because... Scale: "1 - agree" - "4 - disagree", top two values in percentages

6,8

14,0

41,2

62,4

64,0

46,8

50,3

40,4

21,1

23,1

33,2

28,1

12,8

8,4

3,9

13,2

7,6

5,7

8,1

9,0

...I generally receive meaningful and interes2ng recommenda2ons in the recommenda2on box.

...I had already been informed about the ad content with the text.

...my reading ow was not disrupted.

...I don't have to watch an adver2sing video to be able to see another video.

...I could decide for myself when to start the video or stop it.

agree somewhat agree somewhat disagree disagree


4. plista Na&ve Ads more informa&ve than standard display banners

The respondents perceive plista Na2ve Ads more posi2vely than standard display banners and ads, in par2cular because

they could decide for themselves whether start the video or stop it they did not have to watch an adver&sing video in order to view another video

the plista Na2ve Ad did not disrupt the reading ow.


Conclusion

plista Na&ve Ads increase brand awareness, image and inten&on to buy to a large degree They have a posi&ve eect on brand awareness, image and inten2on to buy. Adver2sing media designed in the na2ve plista na2ve format are perceived posi&vely. Adver2sers can thereby pursue mul&ple goals at the same &me with a single format. As a result, plista Na2ve Ads campaigns enable bePer use of adver&sing budgets and a bePer ROI.

plista Na&ve Ads lead the way Compared to standard display banners and ads, plista Na2ve Ads are perceived more posi2vely: This is apributed above all to the fact that the adver2sing consump2on is voluntary, the consump2on of editorial content is not delayed, the reading ow is not interrupted. plista Na2ve Ads full in par2cular the desire of the respondents for self-determina&on, which is a central part of the dis2nguishing features of the format.


About plista

plista is a pioneer when it comes to innova&ve solu&ons for targeted digital adver&sing and content distribu&on in na&ve environments. With our data-driven content and adver&sing plaiorm we successfully bring adver2sers and publishers together. Our specially developed technology enables us to control both content and adver2sing in line with the interests of the individual user. Thus adver2sers can target precisely their audiences and create campaigns with high adver2sing impact. By op&mally displaying content and adver&sing, publishers benet from sustainable trac increase, longer visit dura2on as well as addi2onal mone2za2on of their digital services without investment cost and across all channels. plista employs 120 people and operates in seven interna2onal markets (DACH-area, ES, CRO, SLO, NL).

plista native ads survey

Marketing

years reference measurement

ad format video

ad mobile

video preview

survey sample

survey results

video expandable teaser

mouseover online video