Schibsted Native Study
2019 Finalist

Schibsted Native Study

Schibsted Media Group

Stockholm, Sweden

Category Best Use of Consumer Research

Media associated with this campaign

Overview of this campaign

When attending native advertising seminars in both Sweden and internationally, speakers often focus on inspiring and cool content, buzz words and creative gut feeling. What’s less common is seeing diagrams and numbers on actual ad-effects based on data.

Schibsted wanted to change this, and find the tools to help advertisers create great commercial content as well as scaling campaigns to maximize effect for the advertiser and revenues for the publisher.

As the revenues in Sweden on digital native is growing rapidly - what can brands and content producers do to make sure effect is at its absolute best?

Over the past years Schibsted has made several studies on effect on display ads - short digital exposures - two mobile studies and one focused on data & context

In 2018 we aimed to focus on long digital exposures - native text articles.

16 advertisers participated in Schibsted Native Study 2018. The commercial editors in Schibsted Brand Studio wrote four types of articles for each and every advertiser;

- informative vs. emotional

- product focused vs. category focused

Product focus presented the product with facts and arguments or connected emotions to the product. Meanwhile category focused either teached by general guidance or awoke strong emotions.

More than 400.000 readers and answers from well over 20.000 respondents on surveys were analyzed by Inizio and Stockholm School of Economics and provided us with valuable insights.

Results for this campaign

Schibsted Native Study was based on four different article types. We measured brand awareness, brand attitude, curiosity, category interest, brand preference and purchase intent.

All article types resulted in significant brand lifts. However, product informative articles had by far the highest lift. The more you mention the brand, the higher the lift. But we also saw that this type of articles had difficulties attracting readers compared to category emotional which performed 30% better in terms of clicks on headlines. The conclusion is that you reach people further down the marketing funnel with product informative articles whilst the emotional articles attracts new potential customers. Therefore a mix of different article types is essential in succeeding with your native content. 

All six brand metrics combined into one number shows that some campaigns exceeded in performance. The campaigns that performed the best had some things in common: timing, cases and client testimonials that readers could identify with. The content was also news-driven, promoting new products, or had a sense of presenting something new. Since all campaigns ran on news sites, this created a higher relevance for the reader. 

The optimal way to plan your digital campaign? In a customer journey, video or Out of Home are good examples on reaching people at the stage where they are less adoptive to commercial messages. Entering the informative or evaluation stage, native text articles is an effective tool to get customers more interested in the brand or product. 

The native specialists in Schibsted Brand Studio spent 2018 sharing insights from the study with media buyers all over Sweden, making sure advertisers and media agencies create the best native content possible.

Key takeaways
Be active when the consumer enters the funnel
When relevant, mention the brand or product
Teach customers new information
Make people curious


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