{"id":106641,"date":"2025-05-14T11:48:46","date_gmt":"2025-05-14T09:48:46","guid":{"rendered":"https:\/\/www.exoclick.com\/?p=106641"},"modified":"2025-05-14T13:05:35","modified_gmt":"2025-05-14T11:05:35","slug":"advertiser-case-study-native-video-thumbs-versus-static-images","status":"publish","type":"post","link":"https:\/\/www.exoclick.com\/es\/advertiser-case-study-native-video-thumbs-versus-static-images\/","title":{"rendered":"Advertiser Case Study: Native Video Thumbs versus static images. Which performed the best?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Native Video Thumbs are one of ExoClick\u2019s latest innovations. This <\/span><span style=\"font-weight: 400;\">new video creative for the Native ad format <\/span><span style=\"font-weight: 400;\">helps Advertisers create more engaging dynamic creatives which still blend with the website\u2019s look &amp; feel, leading to higher CTRs, thus increasing conversions and reducing the overall campaign costs. To test out the benefits of Native ads with video<\/span><span style=\"font-weight: 400;\">, we will explore Native video versus static thumbnails: are Video Native ads more effective than static ads<\/span><span style=\"font-weight: 400;\">? Keep reading to find out.<\/span><\/p>\n<h2>Can I use video on Native campaigns?<\/h2>\n<p><span style=\"font-weight: 400;\">Traditionally, Native ads display a static image. With <\/span><a href=\"https:\/\/www.exoclick.com\/es\/advertisers-increase-revenue-with-native-video-thumbnails\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Native Video Thumbnails,<\/span><\/a><span style=\"font-weight: 400;\"> Advertisers can now use a short video loop to give users a quick preview of their offer. On Desktop, the video plays without audio when an end user hovers their cursor over the thumbnail and pauses, returning to a static image once the cursor moves away. On Mobile, the video begins when the user taps on the thumbnail and switches back to the static image when they tap or scroll away.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the main benefits of Native ads with Video Thumbs is that they provide higher CTRs than traditional static image Native ads. One Advertiser decided to put this to the test by launching 3 different campaigns with 6 different Native Thumbs variation sets each: 3 static, 3 Video. So let&#8217;s discover once and for all, &#8216;Can Advertisers gain higher CTRs with Native Video Thumbnails?&#8217;.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Case Study: Native Video versus static thumbnails!<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">This Advertiser wanted to promote his VoD offer with Native to <\/span><span style=\"font-weight: 400;\">Members Area traffic<\/span><span style=\"font-weight: 400;\">. The objective of the campaign was to get free registrations in the US from English speaking end users.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As his product was Video based, it made sense to test out ExoClick\u2019s new Native Video Thumbs format. Mainly, he wanted to see if adding a looping Video preview of his offered content would further convince end users to click through to the landing page. So, he launched 3 different campaigns, each of them with 6 different ad variations (3 Static\/Video variation sets):<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">3 traditional static image Native ads per campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Each traditional static Native ad was paired up with 1 Native Video Thumb loop variation, so there were 3 Native Video Thumb variations in total per campaign.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The 3 campaigns and their Static\/Video variation sets ran from the 05\/03 to the 14\/04 2025.\u00a0<\/span><\/p>\n<h3><strong>Campaign 1: Mobile Smart Bid Target CPA campaign with Native Video thumbs<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">For this campaign, the Advertiser targeted Mobile devices across the US. For his bidding strategy, he used Smart Bid with Bid Strategy set to Target CPA, and Bid Optimization set to Maximize Volumes. The table below depicts average CTR increases for each Static\/Video Native set. As we can see, CTRs showcased noticeable increases when comparing Native Video Thumb variations to traditional static Native images, with +61.8% higher CTRs in one of the Video Thumb variations:\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-106642\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1.png\" alt=\"Can I use video on Native campaigns?\" width=\"868\" height=\"405\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1.png 1029w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-300x140.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-1024x478.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-150x70.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-768x358.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-720x336.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-530x247.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-320x149.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-820x383.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-519x242.png 519w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/1-338x158.png 338w\" sizes=\"(max-width: 868px) 100vw, 868px\" \/><\/p>\n<h3><strong>Campaign 2: Mobile Exclusive CPM campaign\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">For the second campaign, the Advertiser targeted Mobile devices across the US. He used a Brand keyword strategy combined with an Exclusive CPM bidding strategy. Once again, the table below demonstrates a substantial average CTR increase for Native Video Thumbnails compared to its traditional Native counterpart, with +51.7% higher CTRs being the highest increases:<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-106650\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2.png\" alt=\"Benefits of Native ads with video \" width=\"862\" height=\"402\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2.png 1029w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-300x140.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-1024x478.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-150x70.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-768x358.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-720x336.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-530x247.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-320x149.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-820x383.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-519x242.png 519w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/2-338x158.png 338w\" sizes=\"(max-width: 862px) 100vw, 862px\" \/><\/p>\n<h3><strong>Campaign 3: Desktop &amp; Tablet Exclusive CPM<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">For the last campaign, the Advertiser targeted US Desktop and Tablet devices, once again with a Brand keyword and Exclusive CPM bidding combination. On the table below, we can see average increases up to +35.6% for CTRs on Video Thumb Native variations:<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone wp-image-106659\" src=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3.png\" alt=\"How to create high converting Video Thumbnails\" width=\"866\" height=\"404\" srcset=\"https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3.png 1029w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-300x140.png 300w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-1024x478.png 1024w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-150x70.png 150w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-768x358.png 768w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-720x336.png 720w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-530x247.png 530w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-320x149.png 320w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-820x383.png 820w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-519x242.png 519w, https:\/\/www.exoclick.com\/wp-content\/uploads\/2025\/05\/3-338x158.png 338w\" sizes=\"(max-width: 866px) 100vw, 866px\" \/><\/p>\n<h3><strong>Campaign results: Can Advertisers gain higher CTRs with Native Video Thumbnails?<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">As explained, this was a split test of static thumbnails versus Video Thumbnails Native ads, which the ExoClick client ran. As we can see on the tables above, CTR metrics for Video Thumbnails increased from 23.3% to 61.3%, depending on the device type and campaign setup. This feature made the client\u2019s clicks cheaper and as a result, the end cost reduced by -17.9% on average.<\/span><\/p>\n<h2><strong>Benefits of Native ads with video<br \/>\n<\/strong><\/h2>\n<p><b>A more interactive format for your target audience: <\/b><span style=\"font-weight: 400;\">Video content tends to be more engaging than static images due to its stronger storytelling capabilities. It grabs attention more effectively while conveying key information, leading to higher viewer interaction, better campaign performance, and increased brand awareness.<\/span><\/p>\n<p><b>Possibility to deliver more information on the ad placement: <\/b><span style=\"font-weight: 400;\">We know one image is worth one thousand words, and Video is composed of hundreds or thousands of image frames. This allows Advertisers to deliver much more information than a single static image. By adding a Video loop on your Native Thumbnail, you can offer a preview of your product, providing the end user with valuable information about your offer and further entice them to click through.<\/span><\/p>\n<p><b>Increased CTRs and performance &amp; lower eCPA prices: <\/b><span style=\"font-weight: 400;\">Video offers the opportunity to showcase products or services in action, making their benefits easier to understand, thus boosting CTRs &amp; lowering eCPAs. If your ads are well-performing, they will be favored by algorithms, making your campaigns even more efficient and giving you more opportunities to convert your offers.<\/span><\/p>\n<p><b>Scalability over multiple sites: <\/b>Native ads with video <span style=\"font-weight: 400;\">are no more expensive than static Native ads. And because, once again, they increase overall campaign performance and lower eCPAs, you can better allocate your budget, targeting more ad zones per campaign, thus expanding your reach.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>How to create high converting Video Thumbnails<\/strong><\/h2>\n<p><b>TIP! Align your creatives: <\/b><span style=\"font-weight: 400;\">Make sure that the Video preview you have picked for your Native Thumbs matches the design and style of the main Native static image. It needs to be relevant to the image to set the right expectations for the end user. If you use a different image and Video the flow will be disrupted and the messaging could become confusing, affecting watch times, CTRs, and retention rates.\u00a0<\/span><\/p>\n<p><b>TIP! Video as an expansion of the image: <\/b><span style=\"font-weight: 400;\">For the sake of storytelling, continuity and sparking the end user\u2019s curiosity, use the video to reveal more details on what\u2019s presented on the static image, as an extension. Expand on the image\u2019s message by giving more details about your offer using the storytelling capabilities of Video to your advantage.<\/span><\/p>\n<p><b>TIP! Segment campaigns by GEO location: <\/b><span style=\"font-weight: 400;\">When you target your campaign, make sure to segment by GEO for more accurate targeting. Then, use the <\/span><a href=\"https:\/\/www.exoclick.com\/es\/exoclicks-advertiser-keyword-targeting-feature\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Keyword Insertion feature<\/span><\/a><span style=\"font-weight: 400;\"> to automatically replace specific text with keywords relevant to the end user, whether it is by language, city, etc.\u00a0<\/span><\/p>\n<p><b>TIP! Start with a bang for increased view rates: <\/b><span style=\"font-weight: 400;\">The first 3 seconds of the video are crucial, as if in this time the end user loses interest, they will scroll away. Then, it is important to use the most dynamic and engaging content possible to grab the user\u2019s attention during that time, making them interested enough to click through.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Conclusion<\/b><b>: <\/b><b>Native video versus static thumbnails<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In this article, we have explored the question, &#8216;C<\/span>an Advertisers gain higher CTRs with Native Video Thumbnails?&#8217;. Based on the Case Study, we can clearly see that Native Video ads are more effective than static ads. <span style=\"font-weight: 400;\">If you are an Advertiser interested in using Native Video Thumbnails for your campaigns but you do not have a dedicated design team, try tools like <a href=\"https:\/\/www.visionstory.ai\/home\" target=\"_blank\" rel=\"noopener\">Vision Story<\/a> or <a href=\"https:\/\/domoai.app\/\" target=\"_blank\" rel=\"noopener\">Domo.AI<\/a> if you would like to learn more about using AI to <\/span><a href=\"https:\/\/www.exoclick.com\/es\/ai-tools-to-animate-native-video-thumbnails\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">bring your static images to life, check out this blog!<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">If you would like more information, talk to your Account Manager or our <\/span><a href=\"https:\/\/www.exoclick.com\/es\/contactanos\/\"><span style=\"font-weight: 400;\">Customer Success team<\/span><\/a><span style=\"font-weight: 400;\"> to discuss the best strategy for your Native Video Campaigns. If you are not yet using ExoClick for your campaigns, <\/span><a href=\"https:\/\/www.exoclick.com\/es\/registrate\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">sign up now<\/span><\/a><span style=\"font-weight: 400;\"> and gain access to high-converting ad zones!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Native video versus static thumbnails, which is better for your campaigns? In this case study, we uncover how visuals can impact campaign CTRs.<\/p>\n","protected":false},"author":1241,"featured_media":106715,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1160,264],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.4 (Yoast SEO v19.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Advertiser Case Study: Native Video Thumbs versus static images. Which performed the best? - ExoClick<\/title>\n<meta name=\"description\" content=\"Native video versus static thumbnails, which is better for your campaigns? In this case study, we uncover how visuals impact campaign CTRs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.exoclick.com\/es\/advertiser-case-study-native-video-thumbs-versus-static-images\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertiser Case Study: Native Video Thumbs versus static images. Which performed the best?\" \/>\n<meta property=\"og:description\" content=\"Native video versus static thumbnails, which is better for your campaigns? 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