Advertisers benefit from publishing their content via media brands (rather than their own platforms) during content marketing campaigns. For example, twice as many users would click on a native teaser on Facebook if it came not from an advertising brand, but from a medium such as Focus Online or Huffington Post. This has been confirmed by the latest study from digital marketer BurdaForward Advertising and the market research institute DCORE. Sonja Knab, Director Research & Marketing at BurdaForward Advertising, presented the study at this week’s CMCX, the Content Marketing Conference in Munich (7/8 March). Here she explains the most important findings:
BurdaForward recently published the “Best of Native Advertising” study. How do the two studies differ?
Our “Best of Native Advertising” study summarises the results of all our research conducted alongside native advertising campaigns by our advertising customers. It provides benchmark values for key advertising impact factors such as brand image, brand awareness and willingness to buy a product or brand.
Meanwhile, the latest study focuses on a slightly different question that we often face in the market with regard to content marketing campaigns: What added value do customers gain when they use our media (such as Focus Online or Huffington Post) to publish their advertising content, rather than their own channels? In the first part, we concentrated on native teasers that aim to attract users’ attention on social networks or Google and get them clicking. Together with the market research institute DCORE, we analysed whether the media brand encourages users to click on a Facebook teaser, for example, and whether users have a different opinion of the content behind the teaser.
What are the recent study’s most important findings?
The most important thing is that users on the social web tend to click on native advertising teasers if they come from media brands viewed as trustworthy, for example Focus Online.
Accordingly, twice as many study participants would click on the native Facebook teaser if it came from a media brand and not from the advertising brand itself (media brand: 34% vs. advertising brand: 17.8%). Furthermore, social media teasers from the media brand that are part of clearly identifiable content marketing campaigns are seen as more credible and users expect them to offer balanced content.
Google search results behave in a similar way; if a post comes from a media brand, users are more likely to click. 20% of those surveyed said that they would click on the Google search result if it came from the media brand and not from the relevant advertising brand. Here too, the URL of the media brand led users to expect more balanced (+17%) and more credible (+60%) content than when shown a search result from an advertising brand.
What can companies learn from these results and apply to their native advertising?
For advertising companies, collaborating with a media brand makes buying traffic much more efficient. Because their target group is twice as likely to click, they can generate social media traffic much more cheaply than when publishing content themselves.
The study clearly shows that media brands like Focus Online and Huffington Post enjoy a high level of trust among internet users. The teaser content used in the tests was exactly the same; the only difference was the originator (media brand or advertising brand). Therefore, positive results can be attributed solely to the media brand. Companies benefit from the medium’s much higher credibility, with a positive influence on their native content.