Combo of native formats & discovery creates intent instead of waiting for it: Outbrain
A study by Outbrain, in partnership with Lumen, looks at how trust, clicks, and purchases are impacted by online environment or ad formats for the e-commerce industry
Today’s online shoppers want to interact with a brand they can trust across digital content touch points. In the world of e-commerce, consumer behaviour is tailored more to ‘exploration mode’. And successful “Native Discovery”, meaning owning the pre-search phase, is an opportunity to reach new customers and drive incremental revenue down the funnel for a better ROI.
A study by Outbrain, in partnership with Lumen, draws on the responses of over 900 consumers in the UK, France, and Germany, and looks at how trust, clicks, and purchases are impacted by online environment or ad formats for the e-commerce industry. The study goes on to reveal how consumer behaviour differs by vertical and during major sales events.
The report points out that native ads shown on premium news sites are more likely to be trusted (+44%), clicked on (+21%) and lead to future purchases (+24%) than ads that appear on social media platforms. The report also says that people are more trusting of content shown on premium news sites across key e-commerce categories.
While assessing the impact of vertical on ad clicks during online sales events, by market, the report brings forth that people are likely to click Fashion, Beauty or Electronic content during major sales seasons. An interesting observation of the report is that across market, the most and the least likely vertical to be clicked on during an online sales period was also the most or least likely to drive purchases.
According to the study, when comparing native recommendations to social and display ads, native scores 62% higher than displays ads and 31% higher than social ads in terms of ease of understanding, 60% higher than display ads and 14% higher than social ads in terms of being informative and 9% higher than display ads and 28% higher than social ads in terms of trustworthiness.
The combination of native formats and discovery creates intent instead of waiting for it. The report illustrates six case studies explaining how e-commerce brands use Discovery to drive results at every stage of the funnel.
To learn more, download report from here https://lp.outbrain.com/ecommerce-guide-india/
