Previous Native Advertising campaigns and tests have established that customer flows, price per customer and ROI are highly attractive when Native Advertising is deployed. 

This coupled with the fact that Native Advertising can significantly drive more clicks/traffic than standard display advertising and that the quality of the traffic generated is significantly better than standard display advertising, leads to the hypothesis that Native advertising can also serve as a medium to maintain or even strengthen the client in more typical brand lift metrics.

Campaign Design:

• Client: A well-known FMCG chain, one of the largest in Denmark.
• Objective: To validate the hypothesis that native advertising can enhance brand consciousness and showcase the promotion effect of native ads in comparionson to standard display ads.
• Control Setup: Managed by Norstat, the study included a minimum of 333 respondents per group across three segments: Display Group, Native Group, and Control Group.
• Budget: Approximately 500,000 DKK.
• Media Channels and Formats: Utilized Programmatic Display and Programmatic Native across standard display and native ad formats.

Key Performance Indicators (KPIs):

• Reach/Frequency
• Brand Lift (including Ad Recall, Top of Mind, Unaided Awareness, and Favourability)

Purpose:

The campaign aimed to illuminate the comparative effectiveness of native advertising against standard display advertising, focusing on brand engagement metrics.

Execution:

The campaign strategically deployed both native and display ads, measuring their impact through rigorous audience analysis. This approach allowed OMD Denmark to directly compare the performance of each format in real-time, underpinned by data-driven insights.