Native advertising is predicted to make up 74% of total US display ad revenue by 2021, compared with 56% in 2016, according to a report by BI Intelligence. The paper, based on historical data from IHS, PwC and the Interactive Advertising Bureau, said native display ads, which included native ads in-feed and social native, would increase at a compound annual growth rate of 17% to pass $36bn, while social platforms would continue to dominate native ad spending, and sponsored content was set to be the fastest-growing native format, despite its higher cost of production.
Native advertising is predicted to make up 74% of total US display ad revenue by 2021, compared with 56% in 2016, according to a report by BI Intelligence. The paper, based on historical data from the Interactive Advertising Bureau, PwC and IHS, said native display ads, which included native ads in-feed and social native, would increase at a compound annual growth rate of 17% to pass $36bn, while social platforms would continue to dominate native ad spending, and sponsored content was set to be the fastest-growing native format, despite its higher cost of production.