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Study: Native ads beat display for driving visits to physical stores
Sharethrough and Placed combined efforts to get some sense of how much mobile and desktop ads drove in-store traffic.
Native ads are more efficient in driving traffic into physical stores than display ads.
That’s the main takeaway from a joint research study announced this week by native ad platform Sharethrough and location analytics provider Placed.
Placed utilized its large opt-in panel of cooperating users to track how many of them visited a store following the delivery of a static or video native ad by Sharethrough.
Users in the Placed panel agree to be tracked via apps on their mobile device, and Placed connects users’ phones to their desktop devices through its partnerships with cross-device identity firms. Conducted late last year, the research involved ads and traffic for an unnamed quick service restaurant chain, a national apparel brand and a major consumer electronics company.
The results indicate that “people exposed to native ads were 21 percent more likely on average to visit a brand’s physical retail location than those who weren’t.” On average, the companies said, the in-store lift was 300 percent more than a standard lift from other ads, across verticals.