Taboola Reveals Kantar Study Finds Native Video Ads Have a Stronger Impact on Brand Favourability

Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today (June 29th, 2022) announced the results of an independent multichannel brand impact study from Kantar, the world’s leading data, insights, and consulting company. 

eMarketer forecasts show digital ad spending in the USA will reach US$270bn (£222.7bn)  by 2023 and video plays a significant factor–more than half of the marketers cite video as their most valuable ad format overall. 

The Kantar Multichannel Brand Impact study measured the effectiveness of video advertising within native environments against other environments, as it relates to helping reach brand impact goals. Key findings include:

1. Native video ads on the open web have a stronger impact on brand favourability and consideration than social or video platforms.
   59% of study participants that received a native video ad exposure expressed brand favourability, compared to 50% for social platform exposures and 51% for video platform exposures.
2. Brand awareness improved by 26% when adding native video ads in the open web to a marketing mix.
   When study participants were shown native video ads, 33% displayed top-of-mind awareness – compared to just 14% of the control group. When native video ads were combined with social platform video ads, top-of-mind awareness rose to 49%.

“Video ads continue to prove valuable to brands, especially as TV dollars are moving to digital,” said Adam Singolda, CEO and founder, Taboola. “With industry estimates indicating that video advertising in the USA will reach nearly US$50bn (£41.2bn)  this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages. What the Kantar study and our client work spotlight, is that native video ads on Taboola High Impact Placements (HIP) are an essential part of a successful media mix. We provide the editorial environments that people trust, on a massive scale, so brands can amplify their efforts with Taboola.”