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US Native Advertising Update: Focus on Video

eMarketer Report

By: eMarketer

Published: July 26, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Native advertising, particularly in-feed video, is gaining traction as a way for media companies to monetize digital content. However, the initial success of this ad format belies tensions between publishers and social media companies, and concerns about blurred lines between editorial and paid content.

  • Media publishers are more interested than ever in native advertising as a monetization vehicle and as a gateway to millennial audiences, which are most receptive to native formats.
  • In April 2016, Facebook allowed publishers to post native ads and branded content on its platform. That gave publishers hope they could better monetize their content on the social web. However, Facebook announced algorithm changes in June 2016 that prioritized posts from friends and family over media content. These developments underscored the risks publishers face in relying on a platform they can’t control.
  • Studies show that native advertising can deter ad blocking and improve viewability and brand lift, but some experts caution against putting too much stock in native as a panacea to intractable problems with digital advertising.
  • Despite some improvement across the industry in clarity and disclosures around native advertising, there are concerns that some internet users are still being misled by ads that closely resemble editorial content.

"US native display ad spending will surpass traditional display spending this year and will grow at double-digit rates for several years. By 2021, native ad spending will more than double to reach $36.3 billion."

Table of Contents

Media Publishers

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Social Media

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Native Advertising and Ad Blocking, Viewability and Verification

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Native Advertising and Editorial Content: Blurred Lines

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16 charts are included in the full report:

US Native Advertising Update: Focus on Video

US Native* vs. Traditional Digital Display Ad Spending, 2016-2021 (billions, % change and % of total)

Media Publishers

Preferred Type of Ad Used by Publishers According to US Millennial Internet Users, Q4 2015 (% of respondents)

Social Media

Primary Source of News Content Among US Internet Users, 2012-2015 (% of respondents)

Channels Used to Distribute Branded Video Content According to US Publishers, Aug 2015 (% of respondents)

Mobile Optimization

Native Share of Mobile Display Ad Revenues Worldwide, 2012-2020 (% of total)

Mobile Display Ad Revenues in North America, by In-App and Native Format, 2015-2020 (billions)

Native Advertising and Ad Blocking, Viewability and Verification

US Ad Blocking Users and Penetration, by Device, 2014-2017

Internet Users in Select Countries Who Use Ad Blockers, by Age, Feb 2016 (% of respondents in each group)

Average Time Spent per Day with Mobile Internet Among US Smartphone and Tablet Users, In-App vs. Mobile Web, 2012-2018 (hrs:mins)

Tactics that US Website Professionals Are Likely to Use to Address Ad Blocking, Jan 2016 (% of respondents)

Types of Video Ads that Are Most Intrusive According to US Ad Blocking Software Users, by Device, Nov 2015 (% of respondents)

Viewability Rate for Native Ads Worldwide, by Device, Q1 2015-Q1 2016 (among impressions served on the Polar platform)

Viewability Rate for Digital Video Ads Worldwide*, by Ad Length and Purchase Method, Q1 2016 (among impressions served by Extreme Reach)

Brand Lift Metric Growth for Autostart vs. User-Initiated Native Video Ads Served to US Internet Users, Oct 2015 (% change)

Native Advertising and Editorial Content: Blurred Lines

Primary Way in Which Native Ads Are Labeled on US Consumer Websites, 2015 (among ads tracked by MediaRadar)

US Internet Users Who Have Felt Deceived Upon Realizing that an Article or Video Was Sponsored Content, July 2015 (% of respondents)