Increase in the prevalence of social media and such other platforms is propelling the growth of global native advertising market. Proliferation of online shopping across nations has offered the native advertising market players with an opportunity to improve user engagement, reach new audiences and strengthen brand awareness. Customer engagement through innovative formats across online platforms has significantly enhanced the scope for application of native advertising. For instance, Engageya, a native technology company, in 2019, launched a new platform, Storiya, which enables publishers to promote breaking news, top stories and other relevant content in a story format. This platform enables featuring videos, photos and text overlays in a vertical aspect ratio and dynamic style. Hence, through such inventive formats, the platform aids the companies to showcase their brand, promote sales and engage potential customers.
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Native advertising offers a seamlessly blended content which does not disrupt the user experience, thereby ensuring greater effectiveness in comparison to other advertisement alternatives. Many market players are incorporating innovative technology-backed native advertising, offering the audience an interactive and immersive experience. For instance, Pottery Barn, a U.S.-based furniture company, showcased their home furnishing products through an interactive and mobile friendly experience. They built an augmented reality (AR) ad experience wherein the shoppers were allowed to select their furniture products and virtually place in their home, which allowed them to engage with the customers and provide them with unique experience. Individuals spent an average of 2.4 minutes with the AR ad unit, which further accelerated customer engagement and eventually contributed to higher sales for the company.
Native advertising is majorly being utilized to drive the customers towards a specific category of products. For instance, in 2019, Groupe Renault launched Renault Triber, a vehicle which is a combination of an SUV and a minivan. Taboola, a discovery and native advertising company, created a video to support a 360° communication campaign during the product’s amplification phase for the company. The video received 3 million impressions in the initial month with an average view-through rate (VTR) of 33%, which further reached to VTR of 40% during the period of campaign.
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Mobile native advertising is gaining traction across marketers globally. The format has enabled companies to establish and further strengthen their brand awareness across a large audience owing to wider visibility through mobile devices. Estimates highlight that an American spend more than 3 hours in a day on their mobile device while an average Indian use mobile phones for one-third of their waking hours in a day. These factors have encouraged companies towards this format of advertising, thereby influencing the growth of global native advertising market.
The Covid-19 outbreak has scaled the relevance of native advertising market to a large extent. The pandemic, which has enforced consumers to perform maximum of their operations online, have led to several new users on various online platforms. Companies are re-aligning their advertising budgets to more resourcefully focus on innovative advertisements and capture a larger audience. The growing number of users on varied online channels is anticipated to influence company’s spending on advertising through multiple formats. Such initiatives showcases positive growth trajectory for global native advertising market over the forecast period.
The detailed research study provides qualitative and quantitative analysis of global native advertising market. The market has been analyzed from demand as well as supply side. The demand side analysis covers market revenue across regions and further across all the major countries. The supply side analysis covers the major market players and their regional and global presence and strategies. The geographical analysis done emphasizes on each of the major countries across North America, Europe, Asia Pacific, Middle East & Africa and Latin America.
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Global Native Advertising Market
- By Type
- In Feed Ad Units
- Search Ads
- Recommendation Units
- Promoted Listings
- In-Ad
- Custom
- By Platform
- Closed Platforms
- Open Platforms
- Hybrid Platforms
- By Region:
- North America
- U.S.
- Canada
- Mexico
- Rest of North America
- Europe
- France
- The UK
- Spain
- Germany
- Italy
- Nordic Countries
- Denmark
- Finland
- Iceland
- Sweden
- Norway
- Benelux Union
- Belgium
- The Netherlands
- Luxembourg
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- New Zealand
- Australia
- South Korea
- Southeast Asia
- Indonesia
- Thailand
- Malaysia
- Singapore
- Rest of Southeast Asia
- Rest of Asia Pacific
- Middle East & Africa
- Saudi Arabia
- UAE
- Egypt
- Kuwait
- South Africa
- Rest of Middle East & Africa
- Latin America
- Brazil
- Argentina
- Rest of Latin America
- North America
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