The research firm eMarketer forecast that native advertising will account for 62.7% of US online ad spending in 2019.
eMarketer defines native advertising as “digital ads that match the visual design of a specific user experience, where they function and look like natural content on a platform” such as ads in social media feeds, content recommendation widgets, custom ads and sponsored content etc.
Native ads accounted for 54.2% in 2017 and eMarketer is predicting that US advertisers will spend $43.90 billion which is 62.7% this year. It’s $8.66 billion more than they did last year.
Most native ad spending goes toward social networks and mobile. 85.2% of native ads came from mobile and the share of native ads from social is 76.7% in 2018. eMarketer forecast that by 2020, 88.8% of native ads will become more mobile.
On the other hand, the share of native ads from social platform will slightly decline and the nonsocial side market quickly grows. eMarketer especially predicted that native ads will account for 30.8% of nonsocial ad spend this year, up from 26.3% in 2018.
But social advertising still influences nonsocial campaigns.
Actually advertisers are not familiar with nonsocial side so they need to be educated about native formats and creative etc. But advertisers get more experience with social native advertising, and they became familiar with native ads outside of social networks, too. And it produces result that they directly contact nonsocial side based on native ads’ positive results to help its growth.