Native Video Ads Have a Stronger Impact on Brand Favorability

Everything You Need To Know in Less Than 50 Words

On June 29th, 2022, Taboola and Kantar, a globally recognized advertising company and a data analyst company, released the results of their own independent brand impact study. The study goal was to determine the effectiveness of native video advertising in different media environments since video advertising has quickly become the most popular form of advertising worldwide.

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The study found that native video advertisements substantially impact a brand’s image more than other video advertising methods such as social media or video platforms. Native video advertisements give consumers more brand awareness and a more positive brand image than other forms of video advertising.

The two main measures of the study were a brand’s favorability and awareness. Brand favorability and awareness are the two most significant factors regarding advertising which is why the statistics regarding these factors are so vital.

• Brand favorability is how many consumers like the company.
• Brand awareness is how many consumers are at least aware of the company.

Instead of going through all the meaningless data and findings in the study, the companies highlighted that there were two key findings:

• Native Video Ads Brand Favorability: 59%

-Social Platform Video Ads Brand Favorability: 50%

-Video Platform Video Ads Brand Favorability: 51%

• Adding native video ads increased a brand’s awareness by 26%