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The Science Behind Native Ads
Tyler James
Director of Sales & Business Development

tjames@sharethrough.com
@toTJ
na·tive ad·ver·tis·ing
n. Native advertising is a form of paid media where the ad experience follows
the natural form and ...
Deliver
Better Ads
Sponsored by
Promoted Post Promoted Tweet Promoted Pin
Sharethrough
Sponsored Story
Native Is The Predo...
SCIENCE BEHIND NATIVE ADS
Sharethrough Powers In-Feed Native Ads For The
World’s Best Sites
SCIENCE BEHIND NATIVE ADS
The Business Of Feeds
In-Feed Native
Advertising Is
Already A

$10B+ Market
Business Insider, Fe...
In-Feed Native Ads Are 

The Ideal Medium for
Brand Advertising on the
Modern Internet
Our Hypothesis
Neuroscience Study Methodology
We Partnered With Nielsen Neuroscience Lab
EEG
EYE
TRACKING
TEXT
ANALYSIS
ACADEMIC
RESEARCH...
1.
Native Ads Are Read, Not
Just Seen
2.
Native Ads Influence The
Brain
We Learned A Few New Things About Native Ads
SCIEN...
Banners Are Seen
Native Ads Are Read
The Human Brain Processes
Text Differently Than Images
Detail
Shapes
Movement
Shapes
Movement
Detail
15 Degrees
Nielsen/Sh...
No
Visual Focus
Out-Of-Feed 

Banner
2013 IPG Media Labs Brand Study
SCIENCE BEHIND NATIVE ADS
In-Feed

Banner
Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015
Minimal
Visual Focus
SCIENCE BEHIND NATIVE ADS
In-Feed

Native Ad
Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015
Direct
Visual Focus
SCIENCE BEHIND NATIVE ADS
In-Feed Native Ads Receive Twice As Much
Visual Attention As Banners
Out of Feed Banner In-Feed Banner Native In-feed
2x
N...
Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015
Banners Are Processed As Images
SCIENCE BEHIND NATIVE ADS
Native Ads Are Processed As Text
Aa
Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015
SCIENCE BEHIND NATIVE ADS
Native Ads Influence
The Brain
Our Brains Are Constantly Making
Associations
DeliciousFrozen
Ice Cream
Truck
Childhood
Summer
SCIENCE BEHIND NATIVE ADS
The “Art Of Persuasion” Is The Science Of 

Creating Associations
PerformanceSports
LeBron
“Just Do It”
Athlete
Nike
SCIEN...
Native Ads Are Uniquely Suited to Forming
and Strengthening Brand Associations
Nielsen/Sharethrough, “A Neuroscience Persp...
SCIENCE BEHIND NATIVE ADS
Native Ads Engage More
of the Brain
SCIENCE BEHIND NATIVE ADS
Banners Only Engage One Side Of The Brain
Image
Processing
Multi-Tasked
Focus
Metaphorical
A BETTER STATE
of LIVING
EXPERT...
Native Ads Engage Both Sides Of The Brain
Image
Processing
Multi-Tasked
Focus
Metaphorical
Text Processing
Single-Task
Foc...
E=mc2
To Influence
People Brands
Must Engage

The Whole Brain
E=mc2
SCIENCE BEHIND NATIVE ADS
Native Ads Influence The
Brain
• To influence people, brands must
engage the whole brain.
• Nati...
PRESENTATION NAME - XX/XX
Thank You
To Learn More visit: www.NativeAdScience.com
Tyler James
Director of Sales & Business ...
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The Business of Digital: Chapter 2 - The Age of Content - The Science Behind Why Native Ads work

Join Tyler James , Director at Sharethrough as he shares the Science Behind Why Native Ads Work.

Modern publishers and platforms, including Facebook, Twitter, Pinterest, Time Inc., Vox and many more, have all integrated native ads into their feeds because of their superior results. Why do native in-feed ads perform so well? By combining our pioneering industry expertise with breakthrough research from Nielsen NeuroLab, IPG Media Lab, and Vizu, we finally have the answer.

The Business of Digital: Chapter 2 - The Age of Content - The Science Behind Why Native Ads work

  1. 1. The Science Behind Native Ads Tyler James Director of Sales & Business Development
 tjames@sharethrough.com @toTJ
  2. 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. 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. 4. SCIENCE BEHIND NATIVE ADS Sharethrough Powers In-Feed Native Ads For The World’s Best Sites
  5. 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. 6. In-Feed Native Ads Are 
 The Ideal Medium for Brand Advertising on the Modern Internet Our Hypothesis
  7. 7. Neuroscience Study Methodology We Partnered With Nielsen Neuroscience Lab EEG EYE TRACKING TEXT ANALYSIS ACADEMIC RESEARCH SCIENCE BEHIND NATIVE ADS
  8. 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
  9. 9. Banners Are Seen Native Ads Are Read
  10. 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
  11. 11. No Visual Focus Out-Of-Feed 
 Banner 2013 IPG Media Labs Brand Study SCIENCE BEHIND NATIVE ADS
  12. 12. In-Feed
 Banner Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 Minimal Visual Focus SCIENCE BEHIND NATIVE ADS
  13. 13. In-Feed
 Native Ad Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 Direct Visual Focus SCIENCE BEHIND NATIVE ADS
  14. 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
  15. 15. Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 Banners Are Processed As Images SCIENCE BEHIND NATIVE ADS
  16. 16. Native Ads Are Processed As Text Aa Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 SCIENCE BEHIND NATIVE ADS
  17. 17. Native Ads Influence The Brain
  18. 18. Our Brains Are Constantly Making Associations DeliciousFrozen Ice Cream Truck Childhood Summer SCIENCE BEHIND NATIVE ADS
  19. 19. The “Art Of Persuasion” Is The Science Of 
 Creating Associations PerformanceSports LeBron “Just Do It” Athlete Nike SCIENCE BEHIND NATIVE ADS
  20. 20. Native Ads Are Uniquely Suited to Forming and Strengthening Brand Associations Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 SCIENCE BEHIND NATIVE ADS
  21. 21. SCIENCE BEHIND NATIVE ADS Native Ads Engage More of the Brain
  22. 22. SCIENCE BEHIND NATIVE ADS
  23. 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. 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
  25. 25. E=mc2 To Influence People Brands Must Engage
 The Whole Brain E=mc2
  26. 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. 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

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