Respond Blog Study: Native ads 2.5x better than programmatic at meeting digital branding objectives

A new study by Millward Brown has found that native advertising is considered by media buyers to be more effective for digital branding than any other advertising or marketing channel, except social: "When asked what ad types "meet their digital branding objectives," those surveyed-who could make multiple selections-answered with the following frequency: social (51 percent); native (46 percent); email (36 percent); paid search (23 percent); mobile Web (23 percent); "emotionally targeted" in-game (20 percent); mobile in-app (20 percent); programmatic (18 percent); regular in-game (14 percent); text messaging (12 percent); and ads purchased directly from websites and blogs (11 percent)."One of the benefits of native advertising is that the ad placements are usually placed in-stream, where they have a very high likelihood of being noticed and acted upon. The study found 37% of those questioned had concerns about programmatic due to banner blindness, which may help to account for why the respondents found native to two and half times more better at meeting digital branding objectives.The company surveyed 300 marketers from Fortune 5,000 companies in 17 business categories.