Native Advertising Market Growth and Segments,2015-2025 FMI | Page 3

Report
Description
Report Description
In recent years, growth has been observed in the native advertising market which is emerging
quickly and still a new concept. Native advertising is different from content marketing. The
word "native" refers to the content's consistency with other media on the platform. Native
advertising is a type of online advertising that matches function and form of the platform on
which it seems. In other words, it is a form of brand advertising which will enable marketers
to better utilize digital marketing (to meet communication need) from branding to direct
marketing. For instance, to promote product an article is written by an advertiser, but using
the same form as an article written by the editorial staff. Native Advertising format includes
images, articles, promoted videos, music, among many others. Example of the technique
include twitter’s promoted tweets, search advertising and facebook’s promoted posts. In
2015, as per survey conducted by the association of national advertisers revealed that almost
two-thirds of marketers will increase their native advertising budgets.
Native Advertising Market: Drivers & Restraints
In digital media, native advertising is one of the newest topic and therefore publishers and
advertisers are closely monitoring it. The Native Advertising is expected to register a steady
year-on-year growth throughout the forecast period. The native advertising background is
evolving rapidly, through publishers working with advertisers to create increasingly effective
ad experiences. For these ad products, changing consumer perceptions is escalating the
growth in the native advertising market. Particularly on mobile devices, native advertising has
proven higher click rates than to banner ads. However, some consumers consider these ads as
annoying instead of useful could pose a restraint to the growth in native advertisement
market.