A Native Ad walks into a bar and sees a Video Ad, and says “Hey there, video; you sure do make quite the impression!” Nine months later, we have the newest addition to our digital toolbox—Native Video ads!
When we at Vici Media talk about native ads, we explain that they match the look, feel, and visual context of whatever website or app and device they appear on. These ads don’t necessarily look like ads, allowing for a higher click-through rate, and bypassing some ad-blocking software that users may have installed on their web browsers. The best way to think of native ads is to compare them to a chameleon; they blend in with their surroundings and take on the natural environment of where they are being seen.
How does adding video into the native format make it an even more effective form of advertising? Because video ads are more captivating than text ads:
- 80% of viewers can recall a video they’ve seen in the past 30 days (the highest of any type of digital advertising)
- 95% of viewers are more likely to remember a call to action after watching a video, compared to 10% when reading the CTA in text
- 90% of customers report that product videos help them make purchasing decisions
Native video ads (also referred to as branded video) match the unique look and feel of each publisher site on which they appear, and they drive higher brand awareness and engagement. They include a headline, a caption, a disclosure, and the name of the client or company. Ads are typically auto-start, meaning the video begins to play once it comes into view. The video will begin playing without sound, but viewers can click on the ads to activate sound, or the client has the option to include captions (good for improving accessibility).