Marketing Professionals in Germany Confident of a Native Ad Revolution - eMarketer

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Marketing Professionals in Germany Confident of a Native Ad Revolution

While just 10.6% of Germany's ad spending was native in 2015, 35.4% will be in 2020

April 15, 2016

Native advertising has emerged as an increasingly popular form of advertising. And while marketing professionals in Germany are still wary of a number of elements when it comes to native advertising, that’s not the case when they consider the advertising method’s future.

Attitudes Toward Native Advertising Among Marketing Professionals in Germany, March 2016 (% of respondents)

Marketing professionals in Germany are surprisingly bullish when it comes to the future of native advertising—the vast majority of those surveyed mostly agree that the native advertising share of the digital market will increase by over 150% by 2020.

Indeed, a February 2016 Enders Analysis report projects that while just 10.6% of Germany’s digital ad spending was native in 2015, 35.4% will be in 2020. That’s quite a sizeable increase, especially compared to the UK—where native advertising share will slightly shrink—and France—where it will continue to hover around 6% for the next 5 years.

Native Ad Spending in Europe, 2014-2020 (billions of € and % change)

Across Europe, native advertising spending is set to increase over the next five years. According to the same Enders Analysis report, advertisers will spend €6.70 billion ($8.89 billion) on native ads in 2016, while in 2017, they'll spend €8.30 billion ($11.01 billion), a growth rate of 23.9%.

At a projected spending total of €13.20 billion ($17.52 billion) in 2020, with a growth rate of 97.0% since 2016, it seems that, while overeager, marketing professionals are right to be optimistic about the future of native advertising.

Worldwide figures corroborate this claim: An April 2016 report by IHS projects a shift in mobile display ad revenues from 53.3% to 63.2%—obviously mobile display is just one sector of the digital marketplace, but the trend is clear: Native advertising is a favorite to back in the coming years in terms of growth and market share.

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