Case Study: Sharethrough improves native video brand lift with Nielsen Online Brand Effect

Comparing Resonance for Native and Pre-roll Video Ads with Real-time Metrics

Sharethrough, a native advertising company, wanted to compare the brand-building effectiveness of native video ads against pre-roll video ads. Working with five advertisers, including Jarritos and a leading CPG brand, it used Nielsen Online Brand Effect to measure whether the same creative message performed differently across the two formats.

Nielsen Holdings’ Nielsen Online Brand Effect showed that native video drove higher brand lift than pre-roll in all five campaigns. For Jarritos, native ads generated 82% brand lift versus 2.1% for pre-roll, and for the CPG brand, native ads generated 42.2% brand lift while pre-roll generated no lift. The study also found pre-roll viewers were more likely to respond negatively, including being 29.3% more likely to say Jarritos was unfavorable and 18.9% more likely to say they would not purchase the CPG brand in the next 30 days.

Sharethrough