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Redefining the value of native advertising

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Redefining the value of native advertising

“Native advertising not only translates into increased clicks argentina mobile number whatsapp, it also helps us build our brand.” This is how the CEO of Verizon Media Spain explains the qualitative value of a type of advertising that adapts, in form and functionality, to the environment in which it appears.
By now, the benefits of native advertising are already a fact and the numbers prove it. In 2018, investment in native advertising and branded content exceeded 40 million euros in our country, according to data from IAB Spain. More click-through rates, more return on investment, more conversion, but … how does it impact the user? What is its real value beyond the merely quantitative?

At Verizon Media, as part of our commitment to the industry, we wanted to know in depth how the connection is established with the user. How do you interact with the ads? What reactions, conscious and unconscious, make native advertising more effective than other advertising formats, beyond being integrated into content of interest?

A study conducted among more than 6,000 users gave us some answers. To do this, our team analyzed more than 1.5 million data points and more than 60 hours of user interactions with web and advertising content to compare and contrast their behavior and receptivity to them. We did it with a clear objective: we approached native advertising through new perspectives and with a much more global vision and focused on the reader and / or consumer. In short, redefining the metrics with which to evaluate the effectiveness of native advertising Gulf Phone Number List.

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