US Native Digital Display Advertising Forecast: Social Dollars Drive the Market—for Now - eMarketer
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US Native Digital Display Advertising Forecast: Social Dollars Drive the Market—for Now

eMarketer Report

By: eMarketer

Published: March 20, 2017

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

Executive Summary

With native display ads expected to account for more than half of all US digital display media ad spending in 2017, it’s clear that such formats are becoming an essential part of the ad toolkit. Advertisers will spend $22.09 billion on native this year alone.

  • Driven by publishers’ pursuit of higher-value and more mobile-friendly inventory, as well as advertisers’ demands for more engaging, less intrusive ad units, US native digital display ad spending will rise 27.9% in 2018 to $28.24 billion.
  • Social advertising, most of which can be classified as native display, is largely responsible for native’s healthy growth. In fact, native ads on Facebook, Twitter and other social networks will account for 84.2% of total US native display ad dollars in 2017. That share will fall slightly to 82.2% by 2018, as nonsocial forms of native—specifically in-feed and sponsored content—grow more aggressively in the next year.
  • Greater adoption of programmatic advertising among buyers and sellers will be a significant driver of in-feed native advertising. Across the broader programmatic category, the API-based buying common to social platforms will account for most investment. Still, nonsocial programmatic will grow at a faster rate, though from a much smaller base.
  • Native display ad spending on mobile will far outweigh that on desktop, with nearly nine of every 10 dollars expected to go to mobile by 2018. Here again, social—already heavily mobile—is greatly skewing investment.

"US digital advertisers will spend $28.24 billion on native display ads by 2018. That portion will account for more than half of all US digital display ad dollars, due to the heavy influence of social on the broader native category."

Table of Contents

US Native Digital Display Advertising Today

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US Native Digital Display Advertising Forecast

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Four Factors Changing Native Advertising Through 2018

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10 charts are included in the full report:

US Native Digital Display Advertising Forecast: Social Dollars Drive the Market—for Now

US Native Digital Display Ad Spending, 2016-2018 (billions and % change)

US Native Digital Display Advertising Today

Native Advertising Adoption According to US Marketers and Agencies, 2015 & 2016 (% of respondents)

Native Advertising Channels Used by US Marketers and Agencies, May 2016 (% of respondents)

US Native Digital Display Advertising Forecast

US Native Digital Display Ad Spending, 2016-2018 (billions and % change)

Native Social Network Display Ad Spending

US Native Digital Display Ad Spending, by Segment, 2016-2018 (billions, % change and % of total)

Native Programmatic Digital Display Ad Spending

US Native Programmatic Digital Display Ad Spending, 2016-2018 (billions and % change)

Native Mobile Display Ad Spending

US Native Digital Display Ad Spending, by Device, 2016-2018 (billions, % change and % of total)

Four Factors Changing Native Advertising Through 2018

Native Advertising Tactics Used by US Marketers, May 2016 (% of respondents)

2. Sponsored content and influencer marketing will begin to blur

Benefits of Influencer Marketing According to US Marketers, Nov 2016 (% of respondents)

4. ‘Engagement’ will become native’s new mantra

Primary Goals in Purchasing Select Ad Formats Programmatically According to US Agencies/Brands, Oct 2016 (% of respondents)