Yahoo In Flow research - the real effect of native and content marketing
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This document summarizes research into how consumers engage with content and native advertising on digital platforms. It includes: - Interviews and exploratory research with industry experts and users to understand engagement in content "flows". - Eye tracking and surveys of over 9,000 respondents across 4 countries testing how 41 different ad formats performed on smartphones and computers. - Key findings that native ads drive more visual engagement and recall than display ads, and content targeting creates stronger brand connections. Users see a flow of content and ads rather than distinct silos. - Imagery like photos are more effective at attracting attention in content streams than words or logos. Content marketing produces a more emotional response than other ad types when
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Yahoo In Flow research - the real effect of native and content marketing
- 1. In Flow:The real effect of Native & content marketing
- 2. B2B leadership interviews 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
- 3. Research Partners: Clients:Media agency partners: + 2 Global Autos brands In Flow: (UK) (UK) (IT) (ES) (DE) (DE) (DE) (DE) (DE) (UK & IT)
- 4. 29% 23% Media Time spent: Ofcom, April 2014 Attention is changing All adults 16-24s 10% 26%Smartphone TV Time spent
- 6. Worse at sorting adverts from contentBetter at sorting adverts from content ` High ability to sort Medium ability to sort Low ability to sort Brain plasticity:sorting ads from content?
- 7. Users 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?
- 8. Native ads drive visual engagement 85% 21% See native ad on a smartphone Greater visibility than mobile display advertising Behavioural eye tracking
- 9. 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 often than display advertising content Native Ad With mobile advertising, users likewise remember 19% more often than they do display advertising Native Ad
- 10. Content targeting creates a closer connection to customers +15% “Thomas Cook cares about its customers” +12% “Weight Watchers cares about its customers” Source: Yahoo study “Native Advertising“, Germany, 2014; Basis: n = 4014 users Native AdNative Ad
- 11. A seamless experience Total Sample (1500) Stream advertising is less intrusive +55% Sits better with content on the website +51% More in keeping with how people use the web +41% +62% +58% +54%
- 12. 58% 51% 37% 33% 27% 26% 26% 17% 8% Photos Headlines Shared by friends User content Video Brand logos Shading From brands Symbols 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)
- 13. 100 114 114 164Attracts attention Sample per ad type (370) Warmer 100 118 145 172 Brand Product Call to action Content marketing The tailoring spectrum
- 14. 100 110 140 100 129 152 Sample per stream (125) Y+T proving greater impact: upper funnel Social stream Stands Out Useful Social stream
- 15. Y+T proving greater impact: lower funnel Sample per stream (125) Likely to click Call to action 100 96 111 100 106 130 Social stream Social stream
- 16. If content is engaging then I don’t care it is an advert x2.2
- 17. ` 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
- 18. In Flow:The real effect of Native & content marketing
Editor's Notes
- In Flow is Yahoos latest research into the role of advertising within the mobile stream on smartphone. Today we are going to explore how: users see the mobile stream as a natural, intuitive flow of content, not ads and content in silos How the way in which content is consumed on smartphone is mirroring PC experiences (F shaped reading) How content marketing creatives in the stream are driving 72% more emotional response than other types of native ad in the stream And finally, how tumblr is the destination where brands can have the greatest impact in terms of connecting with consumers
- In this project We conducted four phases of research Initially we worked with our neuroscientist consultant Dr Jack Lewis to think about how brains are changing and what we should be considering in this project from a cognitive perspective – neuroscience theoru was the foundation of this project 2. We then conducted desk research and experts interviews to provide context and help steer direction. 3. We held 4 digital safaris with 32 respondents – in a group setting we explored of attitudes and perception towards native advertising with consumers using their devices to demonstrate their actions– Adam took the lead on this and will be talking about findings from these through out. 4. Finally we ran surveys online and on a mobile devices to understand awareness and effectiveness of native advertising in the stream and to understand the role of content marketing in the stream. All with a focus on understanding the stream.
- In Flow is Yahoos latest research into the role of advertising within the mobile stream on smartphone. Today we are going to explore how: users see the mobile stream as a natural, intuitive flow of content, not ads and content in silos How the way in which content is consumed on smartphone is mirroring PC experiences (F shaped reading) How content marketing creatives in the stream are driving 72% more emotional response than other types of native ad in the stream And finally, how tumblr is the destination where brands can have the greatest impact in terms of connecting with consumers
- NB: Relevance of Hackney Carriage is the it was scanning the brains of drivers of London’s famous Black Cabs that first proved neuroplasticity in man 2. Our brains are hugely adaptable neuroplasticity enables brains to change through repeated behaviours Technology / mobile devices are collectively causing changes to how people process information. Why? Anything we do regularly+intensively+consistently boosts connections Smartphones are perfect in this regard Daily – filling every available gap Intensively – people are really focused Consistently – people keep it up for months / years
- So – we get that brains are changing – remember the taxi driver – and we get that people are getting better at focusing their attention on the information they want to consume. In our quantitative research we tested to what degree this filtering had occurs in the stream of mobile content and whether it has an impact on ads So the first thing we did was to test what level of ability our smartphone users had in terms of their ability to sort through content, high medium and low We then looked at the differences in how people in these buckets recalled (Yahoo Gemini ads) advertising in the stream. What we might expect to see was that those with a high ability to sort would have a lower recall of ads in the stream, and those with a low ability to sort would have a higher recall.
- What we found was among different levels of sorting ability, there was no difference in advertising recall – around 50% mark across all three buckets What this suggests is that the natural and intuitive way we present ads in the mobile stream is resistant to the brains natural ability to filter out irrelevant information Hence users see a flow, not ads and content in silos.
- In our parallel eye tracking study in Germany we saw that 85% of users spent time visually engaging with the ad, which is 21% greater visibility than different types of mobile display advertising that we tested. So we know users are no more likely to filter out ads from content in the stream – what we also know from a behavioural perspective is that Yahoo Gemini ads have high visual engagement.
- And as a result of the natural experiences that are delivered, consumers told us that ads sit better with content in the stream, and that the stream was more in keeping with how people use the web, and that ads felt less intrusive. What was positive from a Yahoo perspective was that across all three statements we saw stronger scores amongst Yahoo users
- Visual stimulus is key to drawing users into the considering interacting with a piece of content or ad. This suggests that Yahoo is on the right track with your image heavy streams and magazines. Punchy headlines, leveraging social properties to provide recommendations and folding user generated content into ads which are all things that Yahoo and its properties could do. Particularly in content marketing style native ads. The end result is a pre-click expectation for the user of a content like interaction rather than an advertising direct purchase or sales like interaction. That’s what they want when interacting with content in the stream
- What we found in the data that both from an attention perspective, and in terms of driving an emotional response we saw the content marketing creative consistently scoring more positive scores – with our smartphone sample being 72% more likely to describe content marketing as a warmer compared to the brand response creative. Stands out Better includes three statements: Attracts Attention Fresh/Different take Creative Warmer includes 2 statements: Positive Warm and Personable
- What we did was use the same content marketing creative for the global autos brand, and placed this in a yahoo stream, a tumblr stream, and a social stream. This was to identify whether there was an impact of seeing this creative within different mobile destinations. We then exposed our smartphone sample to the stream, and measured their response to the different types of ad. What we found was that in terms of standing out, and delivering utility, Yahoo’s content based stream outperformed the social stream – with tumblr outperforming both.
- What we also found was that Tumblr is better at driving content marketing, people are more likely to click on CM in Tumblr and more likely to do something relating to the brand after viewing the ad.
- We went into more depth on content marketing, an area little explored in terms of its role in mobile. And we found was consistent with what we have seen from many previous pieces of research, in that great content is great content – from an advertisers, publisher or whoever. Our smartphone users were 2.2 times more likely to agree with the statement if the content is engaging then i simply don't care that it is an advert.
- So if there are three things you need to remember: Despite the fact that brains are changing, we know that users are not filtering out ads from the content in a stream – because of the seamless intuitive nature of the flow We know that Yahoo Gemini native ads deliver a high level of visual engagement And finally, content markteitng, and particularly content marketing on tumblr, tends to deliver the highest levels of positive consumer response, with tumblr being a natural home for brands.
- In Flow is Yahoos latest research into the role of advertising within the mobile stream on smartphone. Today we are going to explore how: users see the mobile stream as a natural, intuitive flow of content, not ads and content in silos How the way in which content is consumed on smartphone is mirroring PC experiences (F shaped reading) How content marketing creatives in the stream are driving 72% more emotional response than other types of native ad in the stream And finally, how tumblr is the destination where brands can have the greatest impact in terms of connecting with consumers