Teads, the video ad marketplace, has just released some new eye tracking insights to highlight how ads within premium editorial content can increase consumer purchasing intent by up to 27%, whilst ads in social feeds and video-sharing sites had no measurable impact on intent to buy an advertised product.
Purchase intent higher for in-article native video ads
Using HD mobile eye trackers, Teads tested 115 participants in front of various video ads across a number of mobile sites on their smartphone to record reactions and perceptions, followed by an interview.
The research showed that reading premium editorial articles resulted in lower scroll velocity due to higher engagement. Therefore, users surfing premium publisher websites are more engaged and tend to be more attentive and concentrated.
At the same time, users are scrolling 50% more in social feeds. The faster scroll speeds come at the expense of engagement. Thus video ads embedded in more concentrated environments stand a greater chance of actually being seen.
User behaviour on smartphones when looking at ads
Almost 9 in 10 users view in-article video ads within premium content, compared to just 6 in 10 in social feeds.
Dwell time is also much better (24%) for video ads that are embedded in premium content than social feeds.
Video ads in premium content generate longer dwell times
Teads also noted that a longer reading time generally resulted in greater engagement across ads. 80% of consumer engagement with publisher sites was spent reading compared to 65% on social feeds.
However, if video ads are forced, viewability and ad recall are no longer guaranteed. Indeed, 9 out of 10 users are searching for the skip button when they view skippable pre-roll ads.
Millennials were shown to have higher native ad recall rates. They tend to be less surprised by native advertising showing up and have better cognitive abilities to process parallel content. They are twice as likely as those over 40 years to recall native video ads after exposure.
Millennials stronger when it comes to ad recall
Bertrand Quesada, CEO, Teads, summarises:
“With the rise of mobile, there are an endless number of content environments for marketers to reach their target audiences in, which inevitably calls into question which ones are the most effective in engaging consumers. This study proves that premium editorial websites are the most effective place for brands to advertise and promises a more relaxed, engaged user who is guaranteed to have more focus and attention on the advertising.”