Nativo and comScore US Study Shows Native Ads Paired with On-Site Branded Content Articles Outperform Industry Benchmarks on Brand Lift

By: Robert Diamond Aug. 02, 2017

LOS ANGELES, CA(Marketwired - Aug 2, 2017) - Nativo, the leading native advertising technology platform, and comScore, Inc. (OTC PINK: SCOR) today announced the results of a new study, Efficacy of True Native on Consumer Attitudes and Behaviors. It measured the impact of 25 automotive, tech and CPG native campaigns on brand health metrics from awareness to purchase intent, from April 2016 to October 2016. Findings clearly showed that advertisers' brand metrics throughout the consumer journey significantly improves with native campaigns that leverage a True Native ad experience includes a native ad unit that clicks-in to branded content that resides on the publisher's site. True Native mimics custom sponsored content packages long offered by publishers but scales across hundreds of relevant premium publishers.

Consumers exposed to True Native ad experiences scored high across aided and unaided brand awareness, ad recall, recommendation intent, and purchase consideration when compared to a comparable control group. The US- based research spanned 110 million viewable ad impressions, 650 thousand page views, 226 survey responses, and conducted a 90% confidence level measuring lift over control group.

Key findings of the study include:

True Native created significant lift compared to unexposed control groups at every phase of the consumer journey:

11pt lift in unaided awareness
18pt lift in online ad recall
13pt lift in purchase intent

"This study shows that consumer engagement with native advertising within a trusted publisher's environment breeds higher impact," said Anne Hunter, senior vice president of advertising at comScore. "At the top of the funnel, exposure to the native ad and subsequent exposure to the native article significantly increased unaided and aided awareness of the brands, while purchase intent at the bottom of the funnel saw a major lift over our benchmarks."

The results conclusively reveal True Native's power to positively influence consumers at each phase of the decision-making process. True Native outperformed comScore's benchmarks and created significant lift across five brand health metrics. The native ad exposure had more than double the lift in purchase intent than a traditional digital ad.* For consumers who then saw the native article, there was an incremental eight point lift culminating in a 13pt lift in purchase intent.

"comScore results prove something very important for advertiser and for consumers," said Justin Choi, founder and CEO of Nativo. "True Native respects consumers' expectations by delivering contextually relevant and genuinely useful information that is additive and does not interrupt their online experience. Now they have real-life proof that respecting the user experience has a huge positive impact on brand lift- the consumer reciprocates the respect."

Download the full whitepaper here: http://bit.ly/2vTUQKe

About Nativo
Nativo is the leading advertising technology platform for brand advertisers and publishers to scale, automate, and measure native ads. For brands, Nativo is the ultimate content advertising platform that combines automation and insights with high quality reach to scale and optimize engagement with brand content. For media companies, Nativo provides a complete native technology stack that makes it easy to sell, deploy, and optimize native ads across their media properties expanding their revenue potential while delivering a better, non-interruptive experience for their audiences. More than 600 brands and 400 publishers leverage Nativo's platform to power a new paradigm in digital advertising. Learn more at www.nativo.com.

About comScore
comScore is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. comScore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers' multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, comScore is delivering the future of measurement. Shares of comScore stock are currently traded on the OTC Market (OTC: SCOR). For more information on comScore, please visit comscore.com.