This document discusses the science behind native advertising. It summarizes the findings of a neuroscience study conducted by Nielsen and Sharethrough. The study found that native ads are read, not just seen, as they receive direct visual focus on the text. Native ads also influence the brain more than banners by engaging both sides of the brain during processing. Specifically, native ads are uniquely suited to forming and strengthening brand associations in the brain.
The Business of Digital: Chapter 2 - The Age of Content - The Science Behind Why Native Ads work
1. The Science Behind Native Ads
Tyler James
Director of Sales & Business Development
tjames@sharethrough.com
@toTJ
2. na·tive ad·ver·tis·ing
n. Native advertising is a form of paid media where the ad experience follows
the natural form and function of the user experience in which it is placed
SCIENCE BEHIND NATIVE ADS
3. Deliver
Better Ads
Sponsored by
Promoted Post Promoted Tweet Promoted Pin
Sharethrough
Sponsored Story
Native Is The Predominant Advertising Strategy
For The Modern Web
SCIENCE BEHIND NATIVE ADS
4. SCIENCE BEHIND NATIVE ADS
Sharethrough Powers In-Feed Native Ads For The
World’s Best Sites
5. SCIENCE BEHIND NATIVE ADS
The Business Of Feeds
In-Feed Native
Advertising Is
Already A
$10B+ Market
Business Insider, Feb 2015
Dollars(Billions)
0
10
20
30
2013 2014E 2015E 2016E 2017E 2018E
11.9
10.7
9.2
7.5
5.6
2.9
3.4
2.721.310.8 5.7
3.92.71.91.31$1.0
$0.8
$2.9
$5.6
$1.0
$1.3
$6.8
$1.3
$1.9
$9.2
$2.0
$2.7
$10.7
$2.7
$3.9
$11.9
$3.4
$5.7
Native Display
Sponsorship
Social
6. In-Feed Native Ads Are
The Ideal Medium for
Brand Advertising on the
Modern Internet
Our Hypothesis
7. Neuroscience Study Methodology
We Partnered With Nielsen Neuroscience Lab
EEG
EYE
TRACKING
TEXT
ANALYSIS
ACADEMIC
RESEARCH
SCIENCE BEHIND NATIVE ADS
8. 1.
Native Ads Are Read, Not
Just Seen
2.
Native Ads Influence The
Brain
We Learned A Few New Things About Native Ads
SCIENCE BEHIND NATIVE ADS
10. The Human Brain Processes
Text Differently Than Images
Detail
Shapes
Movement
Shapes
Movement
Detail
15 Degrees
Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015
Peripheral FocusDirect Visual Focus
SCIENCE BEHIND NATIVE ADS
14. In-Feed Native Ads Receive Twice As Much
Visual Attention As Banners
Out of Feed Banner In-Feed Banner Native In-feed
2x
Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 and 2013 IPG Media Labs Brand Study
Visual
Focus
SCIENCE BEHIND NATIVE ADS
23. Banners Only Engage One Side Of The Brain
Image
Processing
Multi-Tasked
Focus
Metaphorical
A BETTER STATE
of LIVING
EXPERT ADVICE TO HELP HANDLE WHATEVER LIFE THROWS
ATYOU
PRESENTED BY
SCIENCE BEHIND NATIVE ADS
24. Native Ads Engage Both Sides Of The Brain
Image
Processing
Multi-Tasked
Focus
Metaphorical
Text Processing
Single-Task
Focus
Literal
ContextMeaning
SPONSORED BY
10 Ways To Handle
Whatever Life Throws At
SCIENCE BEHIND NATIVE ADS
26. SCIENCE BEHIND NATIVE ADS
Native Ads Influence The
Brain
• To influence people, brands must
engage the whole brain.
• Native ads are ideally suited to
forming and strengthening brand
E=mc2
E=mc2
2x
Visual
Focus
Native Ads Are Read, Not
Just Seen
• Native ads receive 2x the visual focus
of banners
• Native ads receive direct focus on the
text
The Two Key Takeaways
We Learned Two Important Things About Native Ads and the Brain
21
27. PRESENTATION NAME - XX/XX
Thank You
To Learn More visit: www.NativeAdScience.com
Tyler James
Director of Sales & Business Development
tjames@sharethrough.com
@toTJ