Case Study: Yahoo improves native advertising effectiveness with Nielsen Holdings

Understanding the Effectiveness of Native Advertising

Yahoo wanted to understand how consumers engage with native advertising across devices as cross-device usage increased. To answer that question, it worked with Nielsen Holdings and used Nielsen Consumer Neuroscience to study engagement with static and video digital native ads.

Nielsen Holdings measured attention and response using eye tracking, biometrics, and self-report surveys with 800 participants for recall, affinity, and action intent, plus 40 participants for visual attention across PC and mobile. The study found that ads labeled with “$” outperformed those labeled “sponsored,” with a 16% increase in affinity, 33% click intent, and 12% share intent, and Nielsen Holdings’ findings helped Yahoo develop creative best practices for native advertising on digital platforms.

Yahoo