The power of native appears to work particularly well in getting new companies recognised and understood by consumers. The AOP study, The Power of Native, to be shared at next month’s Native Advertising Days conference in Copenhagen, showed the best performing campaign from a range of six that were measured, was for the least well known brand, Who Can Fix My Car (a website offering advice in car repair costs) that took part.
Why do we see that? It was a well executed campaign in The Mirror, with decent creative and messaging, but importantly it made a connection with consumers in a way that a standard ad would be unlikely to do. When a new brand first starts marketing, what do we know about it? The typical answer would be very little or nothing at all, which is why Native is the perfect way to introduce it to an audience.
In this instance consumers believed that the well known news brand, The Mirror which ran the campaign brought real credibility to it, and provided a reader benefit in helping them understand what the brand could do for them. It achieved the highest uplift for brand metrics around favourability, awareness etc.
On only one metric did the brand not perform above the average – purchase. We imagine that purchase action can take longer as the user needs to familiarise themselves with the brand following an introduction to it, so not surprising at all, but having established the basics in terms of creating awareness, favourability and understanding, that brand is well positioned to create interest and usage from consumers, and if the experience delivers for them, then usage and purchase will come.
Which is a reminder, success doesn’t usually come overnight!
Specific insight into this brand’s performance and the study as a whole will be shared at the Native Advertising Days conference, October 19th – 20th, 2015 in Copenhagen.