Yahoo In Flow research - the real effect of native and content marketing

In Flow:The real effect of Native & content marketing

B2B leadershipinterviews

with industry experts with media and

digital advertising backgrounds

Digital safari groups

4 x 1.5hr exploring stream environments on respondent’s own

devices

Eye tracking

40 x users across

smartphone and decktop

Understanding the consumer in flow

Neuroscience Theory

Quantitative (4 markets)

9000+ respondents

testing 41 formats across

smartphone and PC

Research Partners: Clients:Media agency partners:

+ 2 Global Autos brands

In Flow:

(UK)

(UK)(IT)

(ES)

(DE)

(DE)

(DE)

(DE)

(DE)

(UK & IT)

29% 23%

Media Time spent: Ofcom, April 2014

Attention is changing

All adults 16-24s

10% 26%Smartphone

TV

Time spent

DailyIntensivelyConsistently

Worse at sorting adverts from contentBetter at sorting adverts from content

`

High ability to sort

Medium ability to sort

Lowability to sort

Brain plasticity:sorting ads from content?

Users see a flow, not ads and content in silosUsers see a flow, not ads and content in silos

`

54%high ability to sort

52%medium ability to sort

52%low ability to sort

Brain plasticity:sorting ads from content?

Native ads drive visual engagement

85% 21%

See native ad on a smartphone

Greater visibility than mobile display

advertising

Behavioural eye tracking

Native ads lead to better recall of specific content

Following contact with a native ad on a desktop, the ad‘s specific content is recalled

13% more oftenthan display advertising content

Native Ad

With mobile advertising, users likewise remember

19% more oftenthan they do display advertising

Native Ad

Content targeting creates a closer connection to customers

+15% “Thomas Cook caresaboutitscustomers”

+12% “Weight

Watchers cares about its

customers”

Source: Yahoo study “Native Advertising“, Germany, 2014; Basis: n = 4014 users

Native AdNative Ad

A seamless experience

Total Sample (1500)

Stream advertising is lessintrusive +55%+55%

Sits better with content on the website

+51%+51%

More in keeping with how people usethe web +41%+41%

+62% +58% +54%

Photos

Headlines

Shared by friends

User content

Video

Brand logos

Shading

From brands

Symbols

58%

51%

37%

33%

27%

26%

26%

17%

8%

Imagery driving in flow attention

63%

Look at pictures before words when browsing content on mobile

What captures attention in the stream environment?

Total Sample (1500)

100114 114

164

Attractsattention

Sample per ad type (370)

Warmer

100118

145172

Brand Product Call to action Content marketing

The tailoring spectrum

100110

140100

129

152

Sample per stream (125)

Y+T proving greater impact: upper funnel

Social stream

StandsOut

Useful

Social stream

Y+T proving greater impact: lower funnel

Sample per stream (125)

Likelyto click

Call toaction

100 96111

100 106

130

Social stream

Social stream

If content is engaging then I don’t care it is

an advert x2.2

`

85% visually engage

with Yahoo stream ads

Flow insights

Content marketing

= 72% more

emotional response

Users are not filtering out ads – they see a

flow

In Flow:The real effect of Native & content marketing