The rise and rise of Native Advertising

Raghav Bindal
Jan 29, 2018 · 3 min read
Image for post
Image for post

Whether you work in the advertising industry or not, chances are that you may have come across some form of native advertising on your browse through social media channels such as Facebook/Twitter or through your favourite website.

Image for post
Image for post

So what is “Native advertising”? It is simply a type of digital advertising where the advertising matches the look and form of the content around which it appears. In the above-mentioned examples, these can be identified by the “Sponsored” term in the case of Facebook or “Promoted” term in the case of Twitter.

As technology has evolved it is becoming clear that from a performance perspective native advertising reigns supreme over other digital means such as flashy banners, autoplay ads, and obnoxious pop-ups.

The widespread prevalence of this method (to generate awareness about products and offerings) to such an extent that one would typically experience this daily were the user connected to the internet is a factor that asserts this.

However, statistical data such as survey results by independent 3rd parties also adds credibility. A 2015 study for instance by Hubshout indicates that a user will twice as likely click on a native form of advertising as opposed to a banner.

High returns from increased earnings are no doubt in the minds of magazine publishers as more than 90 percent of them as per a ‘Native Advertising Institute’ report consider native advertising to be at the very least ‘as important’ with respect to their organizations.

Image for post
Image for post

Some other results from the report include data suggesting that 4 out of 5 publishers associate native advertising as positive and that more than 90 percent will likely or already have implemented it in their offering.

Image for post
Image for post

But why such optimism from publishers? From a logical perspective, it makes complete sense to have a form of advertising that does not disrupt the user experience nor metaphorically shove the product or service at hand down the user’s throat.

Indeed spend on native advertising has increased exponentially in recent years and now accounts for more than half of the digital ad spend and is worth 22 billion dollars in revenue for the previous calendar year. In mobile, especially which is where more ad dollars are now spent than on desktop native advertising will shoot up to more than 60 percent of the share of the digital advertising market which is a stark contrast of it’s less than 15 percent share just 5 years ago.

To summarise native advertising is here to stay and only going to become bigger so irrespective of whether one is a content publisher or an app developer the only question one needs to answer is how most effectively can I monetise my inventory through this means.

greedygame.media

Everything about Native Advertising and Mobile Game Market

Raghav Bindal

Written by

Digital advertising professional at GreedyGame with over 3 years experience in the tech & startup space. Formerly at Exponential and Peach Payments.

greedygame.media

Everything about Native Advertising and Mobile Game Market

Raghav Bindal

Written by

Digital advertising professional at GreedyGame with over 3 years experience in the tech & startup space. Formerly at Exponential and Peach Payments.

greedygame.media

Everything about Native Advertising and Mobile Game Market

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store