Native works

The new “Best of Native Advertising” study by the BurdaForward Advertising research department, which surveyed almost 8,000 people, provides the latest findings on the effect of native campaigns. The five most important facts are:

1. Attention: Awareness of the brands advertised rose by almost a third on average.
2. Activation: The probability of users seeking out further information on the products and services advertised increased by half.
3. Contact: The number of users who would visit the relevant company’s homepage after contact with the native content rose by around 70%.
4. Willingness to buy: This increased by almost half across all industries. Content campaigns by the FMCG industry increased willingness to buy by an impressive 90% on average.
5. Appeal: The people surveyed viewed the advertised brands as 15.6% more appealing on average. Above-average increases in appeal were found in campaigns for finance (+39.8%), automotive (+18.9%) and tourism (+18.6%) brands.

BurdaForward is one of the leading digital publishing and marketing houses in Germany and pioneer in the field of Native Advertising. Since 2014, BurdaForward has been active with native products and an in-house partner studio and has already implemented nearly 300 Native Advertising campaigns for customers.

“We are currently running 22 campaign-linked studies for more than 20 customers, making us the leaders in advertising research for native campaigns. Above all, the results show that native advertising is not only seen as less disruptive than other forms of advertising, but also has a decisive influence on brand awareness and appeal and, ultimately, on the user’s willingness to buy.”
 

 Sonja Knab, Director Research & Marketing at BurdaForward

The "Best of Native Advertising" is a study by BurdaForward, which summarizes all advertising campaigns on Native Advertising campaigns in the network of digital marketers conducted in 2015 and 2016. With the 22 campaigns from a wide range of industries and a total of 7,915 respondents, BurdaForward's market researchers provide benchmark values for the impact of native advertising in individual sectors.