Social and Native Ads Are More Effective Than Email, Study Says

Millward Brown finds surprising trends

Marketers say that social media ads and native promotions are better for brands than email, according to Millward Brown Digital's study for MediaBrix.

When asked what ad types "meet their digital branding objectives," those surveyed—who could make multiple selections—answered with the following frequency: social (51 percent); native (46 percent); email (36 percent); paid search (23 percent); mobile Web (23 percent); "emotionally targeted" in-game (20 percent); mobile in-app (20 percent); programmatic (18 percent); regular in-game (14 percent); text messaging (12 percent); and ads purchased directly from websites and blogs (11 percent).

And it may not be just an outlier that cost-effective emails trail upstart ad formats such as social and native. Millward Brown also asked marketers "what types of digital ad campaigns has your company conducted" and received similar results. Seventy-seven percent answered social, 73 percent said email and 68 percent replied native.

At the same time, to comfort email-happy direct response players who might have just picked themselves up after falling out of their chairs, they should know the researcher surveyed 300 marketers from Fortune 5,000 companies in 17 business categories. Retailers made up 11 percent of the sample. So the report certainly isn't suggesting that emails don't work.

Though the results are still positive to those in the business of social and native, including MediaBrix, which hired Kantar's Millward Brown Digital to conduct the independent research.

And a previously mentioned stat that deserves special note: That Millward Brown found only 18 percent of marketers believed programmatic delivers on branding flies in the face of big companies such as Procter & Gamble and American Express moving the lion's share of their digital spend to programmatic platforms. The survey also found that 30 percent of digital advertisers believed that programmatic methods make for negative consumer experiences, while either hurting brand loyalty or negating their branding objectives in other ways.

Meanwhile, check out this infographic that highlights many of the New York-based researcher's findings.



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