Native Advertising Drives In-Store Traffic More Efficiently Than Traditional Display Ad Benchmarks, According to New Research From Placed and Sharethrough

SAN FRANCISCO, April 18, 2017 /PRNewswire/ -- Placed, Inc., the leader in ad to in-store attribution, and Sharethrough, the industry's leading native advertising supply side platform, released new research today detailing how leading brands are using native advertising to drive incremental store visits in greater numbers at a cost efficiency outperforming traditional digital advertising benchmarks.

In late-2016, Sharethrough and Placed partnered on research with a popular quick service restaurant chain, a nationwide apparel brand and a major global consumer electronics company, clearly establishing native advertising's effectiveness in driving traffic to retail stores and at a significantly lower cost-per-visit than display ads.

• Native ads drive significant lifts in in-store traffic: Across the three brands studied, people exposed to native ads were 21 percent more likely on average to visit a brand's physical retail location than those who weren't. All brands studied beat Placed benchmarks for in-store lift for their respective verticals, at a collective average of 300 percent above the standard.
• Native ads drive in-store traffic more efficiently than traditional display ads: The brands Sharethrough and Placed studied drove traffic to their stores through native ads at an effective cost of 41 cents per visit. The major consumer electronics brand drove in-store traffic to stores selling their products at 22 cents a visit, a high cost-efficiency that was 84 percent lower than Placed's benchmark.
• The real life business impact from native ads reflected a significant return on investment: The quick service restaurant chain examined was able to drive extra sales from people exposed to their native ad campaign equivalent to a 20x return on their native spend.

Placed is the common currency for buyers and sellers of media to measure the effectiveness of advertising in driving store visits, and the only solution in-market truly independent of media. With the world's largest opt-in location audience, Placed analyzes billions of 1^st party locations on a daily basis, observing real-world context and the complete path of consumer activity. It is an official research partner of Sharethrough's, looking at how likely people are to visit a brand's store after seeing a native ad on Sharethrough's platform and benchmarking that information against industry norms.

"Across multiple verticals, Sharethrough's native advertising has been proven to drive significant incremental lift in people seeking out their products in stores," said David Shim, Founder and CEO of Placed. "This native approach - with less audience interruption - has consistently delivered outsized results, and has proven itself as a must-have in any buy where offline results are a key metric."

"As we keep drilling down on the 'why' of native at Sharethrough, it's not just about serving less interruptive advertising that audiences actually pay attention to - it's also about showing brands how native moves the needle for their business," said Dan Greenberg, Sharethrough co-founder and CEO. "This new work we're doing with Placed locks in a major new piece of this narrative, proving that there is a direct line between better ads in someone's content feed today, and more people shopping in that brand's store tomorrow."

About Sharethrough 
Founded in 2008, Sharethrough is the leading global native advertising platform, helping publishers maximize revenue and brands earn meaningful attention by powering ads that fit into - rather than interrupt - the audience experience. Sharethrough's flagship product, Sharethrough for Publishers (SFP), is a native advertising Supply Side Platform used by the world's largest publishers to power their complete monetization strategy for in-feed native ad inventory across mobile, tablet and desktop. Sharethrough is headquartered in San Francisco, with offices in New York, Chicago, Los Angeles, Austin, Detroit, London, Tokyo and Toronto.

SOURCE Sharethrough

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