CASE STUDY

Native Advertising Institute - Did Your Last Campaign Work?

Native and sponsored content campaigns can be one of advertising's most powerful tools, blending a brand's message seamlessly into a trusted publisher environment. But that seamlessness makes an obvious question hard to answer: did it work? Brand Metrics and the Native Advertising Institute set out to answer that, drawing on Brand Metrics' extensive native campaign database to explore how native measures up, and how to plan it more effectively.

Methodology 

Native campaigns come with measurement problems display advertising doesn't: they're often small, audiences arrive via social rather than direct traffic, and creative blends so closely with editorial that isolating its effect is hard. Brand Metrics tackled this with an in-the-wild, panel-free methodology, surveying real visitors on the publisher's site, drawing on close to 950 million measured impressions and almost 500,000 survey responses.

Datapoints & download hook

The headline finding: across around 2,000 measurements, native advertising delivered an average total brand lift of 20.6%, roughly double the 10.0% seen for standard display. Download the full report for the breakdown by frequency, time in view, industry category and publisher type, and what it means for planning your next native campaign

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