With 2016 creeping up around the corner, the subject of advertising spending into 2016 is a hot topic of conversation. To gain insight into where advertisers, agencies and publishers plan to focus their efforts in the New Year, Nielsen recently conducted a survey among Nielsen Digital Brand Effect users to get a sense of general market sentiment. In looking at the feedback, 59% of respondents indicated they plan to increase their native advertising spend going forward.

The response about using native advertising isn’t surprising, particularly as the advertising industry seeks new ways to connect with consumers within their own environment—and non-intrusively. Native advertising is one way to do that, as it allows marketers to craft meaningful messaging that integrates directly into a user’s experience—blending in with traditional media content, like news and research content. But while advertisers want to harmonize with traditional content, they still want to know if their messaging efforts are making an impact.

Pergo, one of the largest floor manufacturers in the U.S., is among the advertiser exploring new ways to connect with consumers. In a recent native ad campaign, the company sought to expand on brand recognition, one of its biggest strengths. To do so, Pergo teamed up with native programmatic platform TripleLift to craft a campaign with that specific focus—building brand awareness. With the ability to make campaign tweaks in-flight, Pergo and TripleLift turned to Nielsen to measure the brand lift of the campaign. And when it comes to ad effectiveness metrics, brand lift is a hot commodity. In fact, 83% of respondents of Nielsen’s recent survey among Digital Brand Effect users said they consider brand lift to be the most effective way to measure brand advertising success.

Pergo’s native advertising campaign was aimed at consumers with an interest in home décor and delivered its message through eye-catching images to inspire consumers’ next design decision. The campaign was three weeks long and distributed through TripleLift’s native programmatic platform.

In the end, Pergo was able to use native advertising to move the needle. In fact, the company’s native advertising campaign drove a 36.8% increase in brand awareness, highlighting the impact of native to reach a user at the right time within their own environment.

To learn more about how Pergo used Nielsen Digital Brand Effect, download the case study.