Over the last 12 months, Sharethrough, in partnership with Nielsen Neuro, have been running a research project looking at how native ads perform using neuroscience techniques – to see how exactly a user reacts to a native format at a “brain level”.
The top line findings that were revealed from this research include:
- Native ads receive more attention than banner ads (roughly double)
- Banner ads don’t capture attention, even when placed in the feed
- In-feed native ads are read, not just seen
- Longer headlines allow for more storytelling and drive higher engagement
See the full detail of the neuroscience study on Sharethrough’s website.
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