March 26, 2015

Native vs. Banner: What We Actually See
Brand Strategy Key Findings
In a recent neuroscience study conducted by Nielsen and commissioned by ShareThrough, researchers found that native advertising in digital feeds received significantly more visual attention from consumers than banner ads. The study applied brain activity and eye tracking to mobile advertising in an attempt to go beyond measurements that only evaluate a consumer's conscious reactions to ads and to tap into the brain's subconscious reactions as well. The subconscious is the motivating force behind many of our actions, including which brands we buy from, with nearly 80% of purchasing decisions made below the level of conscious awareness.

Banner ads are processed peripherally, which is common for images, and receive little-to-no visual focus on the text. Whereas the visual focus on native ads tends to be on the text, which is also true for editorial posts. This visual focus on the text can help to form associative networks of words and brand assets in the reader's mind, subconsciously influencing and strengthening brand perceptions. Nielsen found that native ads attract users' eyeballs and attention spans at twice the rate of banner ads, and not just when users look at the entire longform native content, but even when they just see a native headline in the newsfeed.

 

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Bullets
  • Last year the amount of video from people and brands in Facebook's News feed increased 3.6X year-over-year. mediafb.com
  • In a recent study 86% of buyers expressed some level of desire to access interactive/visual content on demand.  demandgenreport.com
  • 90% of smartphone searches result in an action, like a click to call, find your location or make an appointment and more than half of people searching on a smartphone will make a purchase. v2marketingcommunications.com
  • The majority of TV fans are marathoners - marathon-viewers, that is. According to a November 2014 study by HUB Research, 55% of U.S. TV viewers marathon-viewed at least occasionally, with 21% doing so frequently. Meanwhile, only 17% had never watched some, most or all of a season's worth of episodes of a show in a short period of time. emarketer.com
IN THIS ISSUE

UPCOMING EVENTS

AMA HOUSTON APRIL 2015 NETWORKING LUNCHEON

Wednesday, April 8th

Junior League of Houston
1811 Briar Oaks Lane
Houston, TX 77027 

Join us for our April luncheon featuring guest speaker Charlie Paulette, Chief Sales and Marketing Officer for The Gambrinus Co., the owner of Shiner Beers. You'll discover the marketing and brand strategies that led Shiner Beers to become the fourth largest craft brewery in the U.S. and Texas' largest craft brewery.
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AAF & AEFH HOUSTON APRIL 2015 SCHOLARSHIP LUNCHEON

Friday, April 17th

Junior League of Houston

1811 Briar Oaks Lane

Houston, TX 77027

Scott McClelland, President of H.E.B. Grocery Company's Houston and Central Market Division will be the guest speaker.

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FROM THE BLOGS

FACTISTICS 

55 Mobile "Must-Knows"

Gone are the days of drawing the customer to you, replaced by a cold, hard fact; you better be where they are, in the form they want and on the device they are using at the time.

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SAURAGE BLOG 

Mobile Meets Millennials

A recent study conducted by Survey Sampling International (SSI) in October 2014, set out to determine just how much time millennials spent with their smartphones and tablets.

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ON THE HORIZON
Futures Report
Get Ready for Gen Z
Tethered Drones to the Rescue
Marketing Trends to Watch for 2015



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