Native Video Ads Seen Outperforming Pre-Rolls in Brand Lift

A study examining 5 leading advertisers who served the same creative message in both pre-roll and native advertising formats has found that the native videos drove higher brand lift in each of the 5 campaigns. The study, by Sharethrough, which utilized Nielsen brand lift metrics, discovered that pre-roll videos drove little to no brand lift. In fact, those exposed to pre-rolls were more likely to have a negative view of the brand than those who had not been exposed to the campaign. (more…)