Nielsen, a global information and measurement company, collaborated with Sharethrough, a native advertising company, on a performance study comparing the brand-building effectiveness of native video ads against pre-roll video ad units.
The study found native video ads, user-initiated content-based videos contextually integrated into a site’s natural experience, to be more effective at driving brand lift metrics than the industry standard pre-roll video ads that auto-play before user-selected video content.
To conduct the study, Sharethrough worked with five advertisers, creating native and pre-roll video ads that included the same creative messaging. In all five video ad campaigns, native videos out-performed pre-roll videos, driving higher brand lift metrics.
In conjunction with the case study, Sharethrough published the “What Video Advertising Methods Drive the Highest Brand Lift?” infographic to illustrate key findings and metrics (click to enlarge):
(Stock image via Shutterstock.com. Used under license.)