IPG Media Lab

IPG Lab & Sharethrough: Exploring the Effectiveness Of Native Ads

Over the past several months, we have worked with Sharethrough to complete the industry’s first native ad effectiveness study using both eye-tracking and survey-based techniques. The goal of the study was to measure visual attention and brand lift for native ads from top brands, including National Geographic, Southern Comfort, and a premium travel brand in comparison to traditional display ads. After surveying 4,770 consumers and using eye-tracking technology on 200 consumers, some of the more telling statistics were:


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