Research from global information company, IHS Technology suggests mobile native advertising will account for $8.9bn of mobile advertising revenues by 2020, given the formats rapid rise in popularity; by then 63.2% of all display ad turnover will be mobile (estimated $84.5bn) and 75.9% of all mobile ads will be native. The majority of revenues are currently being generated by first-party in-app native ads, followed by third-party in-app native ads, driven by uptake in news, utilities and social apps, whereas gaming has been slower to embrace this new format. Results from the research also showed that consumers are more likely to interact with native ads than standard banner ads.
Research from global information company, IHS Technology suggests mobile native advertising will account for $8.9bn of mobile advertising revenues by 2020, given the formats rapid rise in popularity; by then 75.9% of all display ad turnover will be mobile (estimated $84.5bn) and 63.2% of all mobile ads will be native. The majority of revenues are currently being generated by first-party in-app native ads, followed by third-party in-app native ads, driven by uptake in news, utilities and social apps, whereas gaming has been slower to embrace this new format. Results from the research also showed that consumers are more likely to interact with native ads than standard banner ads.