US native ad spend has increased 600% between 2014 and 2016, but early adopters, such as the automotive, tech and entertainment sectors are less committed now than than they were, according to a study by advertising platform Nativo. The report found that only 6% of consumers who have used an online retailer in the past year plan on using one again within 12 months. Native advertising is in its early days, as monetisation and formats are still providing issues for publishers, according to Nativo.
US native ad spend has increased 600% between 2014 and 2016, but early adopters, such as the automotive, tech and entertainment sectors are less committed now than than they were, according to a study by advertising platform Nativo. The report revealed that early adopters in 2014 reduced their aggregate budget allocation by 20% over the period, though late adopters continued to allocate more in the same time frame. Native advertising is in its early days, as monetisation and formats are still providing issues for publishers, according to Nativo.