Native formats are one of the most innovative ad solutions on the market. On behalf of plista the independent market research institute Interrogare analysed the advertising impact of plista Native Ads using an ad campaign by Ford EcoSport as a case study. The survey also compared the user perception of plista native ad formats and standard display banners. The results verify the positive advertising impact of plista Native Ads on brand awareness, brand image and intention to buy, while standard display banners are perceived by the most of the respondents as annoying. The complete study, including a detailed breakdown of the results, can be found in this presentation.

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Adver&sing
Impact
of
Na&ve
Ad
Formats
Market
Research
Survey
at
the
example
of
plista
Na2ve
VideoAds
&
Ford
EcoSport
Research
Ins2tute:

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2
Survey
key
facts
Ad
format
§ plista
Na2ve
VideoAd
Customer/Campaign
§ Ford/Ford
EcoSport
“That’s
Ford:
Always
connected“
Sample
size
§ Reference
measurement:
n
=
603
§ Campaign
measurement:
n
=
367
Survey
period
§ Reference
measurement:
07/02
–
07/03/2014
§ Campaign
measurement:
07/14
–
07/28/2014
Methodology
§ On-­‐site
ques2onnaire
in
mobile
environments
before
(zero
measurement)
and
during
(campaign
measurement)
the
campaign
run
Market
research
ins&tute
§ Interrogare
GmbH
Objec&ve
§ Analysis
of
the
adver2sing
impact
of
plista
Na2ve
Ads
§ Comparison
of
plista
Na2ve
Ads
and
standard
display
banners
with
regard
to
how
they
are
received
by
users
Ad
impressions
§ 15
millions

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3
Survey
sample*
67,2
32,8
67,2
32,8
Male
Female
Reference
measurement
(n=603)
Campaign
measurement
(n=367)
49,1
43,1
53,2
39,4
18-­‐29
years
30-­‐49
years
50+
years
Reference
measurement
(n=603)
Campaign
measurement
(n=367)
29,4
31,5
30,8
21,5
34,5
37,9
Without
a
school-­‐leaving
cer2ficate
(yet)
Secondary
school
Comprehensive
school
Grammar
school
University
degree
Reference
measurement
(n=603)
Campaign
measurement
(n=367)
28,3
27,7
17,4
26,5
28,3
27,7
17,4
26,5
up
to
1.500€
1.500
-­‐
3.000€
3.000€
(+)
No
response
Reference
measurement
(n=603)
*Ager
weigh2ng
by
gender
and
income,
age
adjustment
(exclusion
of
persons
under
18
years)
Basis:
All
respondents,
informa2on
in
percentage
Ques2on:
„
Finally,
we
would
like
to
ask
you
some
ques2ons
about
yourself.
Are
you…?“,
„
How
old
are
you?“,
„What
is
your
highest
level
of
educa2on?
“,
„What
is
your
net
monthly
household
income?“
7,8
6,8
7,5
5,1
0,8
1,0
Educa&onal
aPainment
Monthly
net
household
income
Gender
Age
Campaign
measurement
(n=367)

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Video
expandable
Teaser
with
video
preview
4
Ad
format
§ Video
in
user-­‐ini2iertem
Expandable-­‐
Format
§ Voluntary
adver2sing
consump2on:
The
video
is
played
only
by
touching
the
ad
(mobile)
or
on
mouseover
(online)
§ Video
expands
from
a
Na2ve
Recommenda2onAd
§ Placed
amidst
editorial
recommenda2ons
§ Video
run2me:
freely
selectable
plista
Na&ve
VideoAd
Delivery
Online
Mobile
Editorial
ac2cle
recommenda2on

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5
Adver&sing
material
Ford
EcoSport:
„That’s
Ford:
Always
connected“

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6
Adver&sing
material
To
play
the
video
please
first
save
the
presenta2on
on
your
desktop
and
than
press
the
play
bupon.

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Survey
Results
I:
Adver&sing
Impact
of
plista
Na&ve
Ads

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Survey
results
at
a
glance
*in
der
relevanten
Zielgruppe
der
Befragten
über
30
Jahre
mit
Interesse
an
Autos
(Kampagnenmessung)
Aided
Brand
Awareness
Increase
in
brand
awareness
by
41%
Image
Upli^
Image
Uplig
up
to
114%*
Inten&on
to
buy
Increase
in
inten2on
to
buy
by
45%
Ad
Liking
50%
of
the
respondents
perceive
the
adver2sing
material
in
a
na2ve
format
posi2vely.
The
survey
results
verify
the
posi&ve
adver&sing
impact
of
plista
Na&ve
Ads
on:

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Basis:
All
respondents,
informa2on
in
percentage
Ques&on:
"Are
you
familiar
with
the
Ford
EcoSport,
even
if
only
by
name?"
28,2
39,7
Na2ve
Ads
lead
to
a
significant
increase
in
brand
awareness.
Before
the
campaign,
the
Ford
EcoSport
is
recognized
by
28%
of
survey
respondents.
Agerward
the
recogni2on
value
is
around
40%.
This
corresponds
to
an
increase
of
41%**.
*
5%
Significance
level,
**
1%
Significance
level
1.
Increased
brand
awareness
41%**
Reference
measurement
(n=603)
Campaign
measurement
(n=367)

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10
2.
Increased
inten&on
to
buy
Basis:
All
Ford
EcoSport
aficionados
,
top
two
values,
specifica2on
in
percentages
Ques&on:
"Can
you
envision
yourself
buying
the
Ford
EcoSport?"
Scale:
"1
-­‐
Yes,
absolutely"
-­‐
4"
No,
not
a
chance"
27,6
39,9
Reference
measurement
(n=170)
Campaign
measurement
(n=146)
Na2ve
Ads
cause
a
significant
(45%)
increase
in
the
inten&on
to
buy.
45%*
*
5%
Significance
level,
**
1%
Significance
level

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11
3.
Ad
liking:
posi&ve
ad
percep&on
The
tested
adver2sing
material
is
perceived
posi&vely:
Almost
half
of
the
respondents
evaluate
the
adver2sing
material
as
good
or
very
good.
8,3
41,3
29,9
14,1
6,3
very
good
good
neither
good
nor
bad
not
as
good
not
good
at
all
Top
two:
49,6%
Basis:
All
respondents
to
the
campaign
measurement
(n=367),
informa2on
in
percentages
Ques&on:
"How
much
did
you
like
the
adver&sing
material
overall?"
Scale:
"1
-­‐
very
good"
-­‐
"5
-­‐
not
good
at
all"
(n=367)

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Adver&sing
Impact
of
plista
Na&ve
Ads
in
the
relevant
target
group

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13
1.
Focus
on
the
relevant
target
group
In
the
relevant
target
group
of
respondents
over
30
years
of
age
with
an
interest
in
cars
the
measured
upligs
are
par&aly
even
higher
than
in
the
overall
group.
32,6
45
Basis:
All
respondents
over
30
years
of
age
with
an
interest
in
cars,
informa2on
in
percentage
Ques&on:
"Are
you
familiar
with
the
Ford
EcoSport,
even
if
only
by
name?"
38%
35,5
53,9
Basis:
All
Ford
EcoSport
aficionados
over
30
years
of
age
with
an
interest
in
cars,
top
two
values,
specifica2on
in
percentages
Ques&on:
"Can
you
envision
yourself
buying
the
Ford
EcoSport?"
Scale:
"1
-­‐
Yes,
absolutely"
-­‐
4"
No,
not
a
chance"
52%
Brand
awareness
Inten&on
to
buy
18,8
44,0
18,7
11,3
7,2
very
good
good
neither
good
nor
bad
not
as
good
not
good
at
all
Top
two:
62,8%
Basis:
All
respondents
to
the
campaign
measurement
over
30
years
of
age
with
an
interest
in
cars
(n=53),
informa2on
in
percentages
Ques&on:
"How
much
did
you
like
the
adver&sing
material
overall?"
Scale:
"1
-­‐
very
good"
-­‐
"5
-­‐
not
good
at
all"
Ad
liking
Reference
measurement
(n=31)
Campaign
measurement
(n=24)
Reference
measurement
(n=95)
Campaign
measurement
(n=53)

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2.
Image
upli^
in
the
relevant
target
group
plista
Na2ve
Ads
lead
to
an
increase
in
posi&ve
brand
percep&on
in
the
relevant
target
group
of
survey
respondents
over
30
years
of
age
with
an
interest
in
cars
in
all
surveyed
dimensions.
0
20
40
60
80
*
67%
Reference
measurement
(n=31)
Campaign
measurement
(n=24)
The
Ford
EcoSport
is
modern.
The
Ford
EcoSport
offers
innova2ve
technology.
The
Ford
EcoSport
is
reliable.
The
Ford
EcoSport
offers
good
value
for
the
money.
The
Ford
EcoSport
is
likeable.
The
Ford
EcoSport
stands
for
sustainability.
The
Ford
EcoSport
suits
me.
*
5%
Significance
level,
**
1%
Significance
level
114%
44%
Ager
the
campaign
run
the
respondents
of
the
relevant
target
group
perceive
the
Ford
EcoSport
in
par2cular
as
more
trustworthy
(36%
to
59%)
and
more
likeable
(36%
to
51%).
The
greatest
image
improvement
can
be
observed
in
the
dimension
"The
Ford
EcoSport
offers
good
value
for
the
money":
The
approval
values
were
more
than
doubled
(from
32%
to
69%).
Increase
by:
Respondents
over
30
years
of
age
with
interest
in
cars
Basis:
Ford
EcoSport
aficionados
over
30
years
of
age
with
interest
in
cars
(n
=
55)
Ques&on:
"What
is
your
general
opinion
of
the
Ford
EcoSport?
Please
indicate
the
extent
to
which
you
agree
with
the
following
statement."
Scale:
"1
-­‐
definitely
agree"
-­‐
"5
-­‐
definitely
disagree",
top
two
values
in
percentages

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Survey
Results
II:
Na&ve
Ads
vs.
Standard
Banners

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Survey
results
at
a
glance
Banners
are
disturbing
83%
of
all
respondents
find
standard
banners
disturbing
or
somewhat
disturbing.
Posi&ve
percep&on
50%
of
all
respondents
perceive
plista
Na2ve
Ads
more
posi2vely
than
standard
banners.
Voluntary
ad
consump&on
95%
of
all
respondents
want
to
be
able
to
decide
for
themselves
whether
and
how
they
interact
with
product
informa2on.
Compared
to
standard
display
banners
plista
Na&ve
Ads
perform
bePer:
plista
Na2ve
Ads
are
perceived
more
posi2vely
than
standard
banners
because…
…
they
allow
for
voluntary
adver&sing
consump&on,
…
they
do
not
disturb
the
consump2on
of
editorial
content.
…
they
do
not
disrupt
the
user‘s
reading
flow.

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1.
Evalua&on
of
standard
display
banners
3,5
13,8
46,7
36,0
informa&ve
somewhat
informa&ve
somewhat
annoying
annoying
Standard
video
ads
and
display
banners
are
at
a
disadvantage:
83%
of
all
respondents
find
them
annoying
or
somewhat
annoying.
Basis:
All
respondents
(n
=
970),
informa2on
in
percentages
Ques&on:
"Do
you
think
standard
video
ads
and
display
banners
in
the
internet
(mobile
and
online)
to
be
more
annoying
or
informa&ve?
Scale:
"1
-­‐
informa&ve"
-­‐
"4
-­‐
annoying"
82,7
%

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18
2.
Voluntary
adver&sing
consump&on
is
crucial
Almost
all
of
those
surveyed
(95%)
think
that
Internet
users
should
be
able
to
decide
for
themselves
whether
and
how
they
interact
with
product
informa2on.
63,5
31,3
4,2
generally
true
somewhat
true
somewhat
untrue
does
not
apply
at
all
1,0
Top Two:
94,8%
Basis:
All
respondents
(n
=
970),
informa2on
in
percentages
Ques&on:
"To
what
extent
does
the
following
statement
apply
to
you?"
Internet
users
can
decide
for
themselves
whether
and
how
the
interact
with
product
informa&on."
Scale:
"1
-­‐
applies
completely"
-­‐
"4
-­‐
does
not
apply
at
all",
top
two
values
in
percentages
(n=970)

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19
3.
Standard
display
banners
vs.
plista
VideoAd
7,8
42,5
31,1
18,6
more
informa&ve
somewhat
informa&ve
somewhat
annoying
more
annoying
In
direct
comparison,
plista
na&ve
ads
perform
bePer
:
The
Na2ve
Ad
integrated
into
the
content
was
perceived
more
posi&vely
by
about
half
of
the
respondents
than
standard
display
banners
and
ads.
Top
Two:
50,3
%
Basis:
All
respondents
in
the
campaign
group
(n
=
367),
informa2on
in
percentages
Ques&on:
"Do
you
find
the
informa&on
on
the
Ford
EcoSport
to
be
more
annoying
or
more
informa&ve
than
standard
display
banners
and
ads?"
Scale:
"1
-­‐
more
informa&ve"
-­‐
"4
-­‐
more
annoying"
(n=367)

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4.
Advantages
of
plista
Na&ve
Ads
over
standard
display
banners
-­‐
Top2
I
found
the
Ford
EcoSport
ads
more
informa&ve
because...
Basis:
Respondents
who
found
the
informa2on
about
the
Ford
EcoSport
more
informa2ve
than
standard
display
banners
(n
=
185)
Ques&on:
"You
have
indicated
that
you
found
the
informa&on
about
the
Ford
EcoSport
more
informa&ve
than
standard
display
banners
and
ads.
I
found
the
Ford
EcoSport
ads
more
informa&ve
because...
Scale:
"1
-­‐
agree"
-­‐
"4
-­‐
disagree",
top
two
values
in
percentages
6,8
14,0
41,2
62,4
64,0
46,8
50,3
40,4
21,1
23,1
33,2
28,1
12,8
8,4
3,9
13,2
7,6
5,7
8,1
9,0
...I
generally
receive
meaningful
and
interes2ng
recommenda2ons
in
the
recommenda2on
box.
...I
had
already
been
informed
about
the
ad
content
with
the
text.
...my
reading
flow
was
not
disrupted.
...I
don't
have
to
watch
an
adver2sing
video
to
be
able
to
see
another
video.
...I
could
decide
for
myself
when
to
start
the
video
or
stop
it.
agree
somewhat
agree
somewhat
disagree
disagree

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21
4.
plista
Na&ve
Ads
more
informa&ve
than
standard
display
banners
The
respondents
perceive
plista
Na2ve
Ads
more
posi2vely
than
standard
display
banners
and
ads,
in
par2cular
because…
…they
could
decide
for
themselves
whether
start
the
video
or
stop
it
…they
did
not
have
to
watch
an
adver&sing
video
in
order
to
view
another
video
…the
plista
Na2ve
Ad
did
not
disrupt
the
reading
flow.

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Conclusion
plista
Na&ve
Ads
increase
brand
awareness,
image
and
inten&on
to
buy
to
a
large
degree
• They
have
a
posi&ve
effect
on
brand
awareness,
image
and
inten2on
to
buy.
• Adver2sing
media
designed
in
the
na2ve
plista
na2ve
format
are
perceived
posi&vely.
• Adver2sers
can
thereby
pursue
mul&ple
goals
at
the
same
&me
with
a
single
format.
As
a
result,
plista
Na2ve
Ads
campaigns
enable
bePer
use
of
adver&sing
budgets
and
a
bePer
ROI.
plista
Na&ve
Ads
lead
the
way
Compared
to
standard
display
banners
and
ads,
plista
Na2ve
Ads
are
perceived
more
posi2vely:
This
is
apributed
above
all
to
the
fact
that…
…the
adver2sing
consump2on
is
voluntary,
…the
consump2on
of
editorial
content
is
not
delayed,
…
the
reading
flow
is
not
interrupted.
plista
Na2ve
Ads
fulfil
in
par2cular
the
desire
of
the
respondents
for
self-­‐determina&on,
which
is
a
central
part
of
the
dis2nguishing
features
of
the
format.

23. plista
GmbH
|
Adver2ser|
T:
+49
30
4737537-­‐76
|
accountmanagement@plista.com
23
About
plista
plista
is
a
pioneer
when
it
comes
to
innova&ve
solu&ons
for
targeted
digital
adver&sing
and
content
distribu&on
in
na&ve
environments.
With
our
data-­‐driven
content
and
adver&sing
plaiorm
we
successfully
bring
adver2sers
and
publishers
together.
Our
specially
developed
technology
enables
us
to
control
both
content
and
adver2sing
in
line
with
the
interests
of
the
individual
user.
Thus
adver2sers
can
target
precisely
their
audiences
and
create
campaigns
with
high
adver2sing
impact.
By
op&mally
displaying
content
and
adver&sing,
publishers
benefit
from
sustainable
traffic
increase,
longer
visit
dura2on
as
well
as
addi2onal
mone2za2on
of
their
digital
services
–
without
investment
cost
and
across
all
channels.
plista
employs
120
people
and
operates
in
seven
interna2onal
markets
(“DACH”-­‐area,
ES,
CRO,
SLO,
NL).

24. plista
GmbH
|
Adver2ser|
T:
+49
30
4737537-­‐76
|
accountmanagement@plista.com
plista
GmbH
|
+49
30
4737537-­‐76
|
accountmanagement@plista.com