Consumers visually engage with native ads 52% more frequently than with traditional banner ads, according to a new study from Sharethrough and the IPG Media Lab.

The study, titled Benchmarking the Effectiveness of Native Ads, used surveys and eye-tracking technology to measure ad impact for major brands.

Among the key findings of the study, which reports the results of both a survey and an eye-tracking study:

• Native ads registered an 18% higher lift for purchase intent, and 9% higher lift for brand affinity, than banner ads. 
• Consumers looked at in-feed native ad placements 25% more than banner ad units.
• 32% of respondents said a native ad "is an ad I would share with a friend or family member" versus just 19% for banner ads.
• 71% of consumers viewing native ads who had previously bought a product from an advertiser said the brand was one they "personally identify with," compared with just 50% for banner ads.